As a pioneer brand known for pushing the traditional seltzer boundaries, it was a natural next step for Truly Hard Seltzer to elevate its brand presence with the first-ever Truly Hard Seltzer Tasting Room, located in the heart of the iconic downtown Los Angeles Arts District.
Truly LA is a fully immersive seltzer taproom offering drinkers and culture seekers innovative flavors and an exciting menu of seasonal shared plates which also features live entertainment from local up-and-coming musicians, comedians, and artists.
As a longtime design partner with the Boston Beer Company brands, Bergmeyer was brought onto the Truly LA project to help create a space unlike anything ever done before in its category, providing something entirely new for Truly Hard Seltzer fans by creating a vibrant, fully immersive venue for all to enjoy.
Bergmeyer’s design team purposefully designed the space to galvanize the connections between brand and consumer while setting the baseline for an authentic hard seltzer experience.
The 8,000 square foot indoor/outdoor taproom’s scope of work focused our team on bringing Truly Hard Seltzer to life in a new, dynamic way through an interior fit-out, conceptual development, furniture selection and millwork design, retail display, and collaborative branding work with graphics/signage.
Positioned in the heart of downtown Los Angeles Arts District, Truly LA is meant to be a cultural hub with local artist-commissioned murals throughout the exterior which further connect the Truly Hard Seltzer Brand to its community of artists and creatives.
To fuse the industrial, raw, and historic elements of the iconic community and neighborhood of DTLA with Truly Hard Seltzer’s inclusive and vibrant brand, our design team used a contrast of dark and light hues with wood accents that seamlessly connect the natural elements of the outdoors to the interior space. Working within the confines of the existing building to create a blank canvas adaptable to any future artistic vision, the space features bi-fold doors and expansive windows that truly blurs the lines between the hardscape of the Arts District and a lush outdoor garden area before transitioning to a bright and inventive pavilion.
Pops of color splash the canvas to life through track lighting, bold furniture selections, and on the inclusively gender-neutral restroom stall doors. At the head of the space is a semi-circular bar with a fluted tile face which opens to the stage, creating a central focal point for showcasing up-and-coming local LA artists. Art and creativity will thrive on the Truly LA stage, which will feature intimate shows in partnership with Live Nation. To bring visitors ongoing cultural entertainment, select performances will be live streamed from the taproom to drinkers around the world.
This is where Truly Hard Seltzer is the star of the show, tapping into the creative culture of the neighborhood and engaging Truly Hard Seltzer drinkers in an experience that emphasizes fresh-flavored adventure and discovery.
From tasting exclusive new flavors from one of ten taps, to indulging in the globally inspired food menu, or discovering new cocktail-inspired seltzers that push traditional seltzer boundaries, visitors from all walks of life can experience everything Truly Hard Seltzer has to offer.