As a well known fast casual sports bar, BW3’s chose to differentiate their experience into something own-able. Consumer research led to the ultimate social experience for sports fans; great food and beer in a stadium atmosphere. Every step of the journey was infused with the feeling of a premium sports arena—from marketing to media, uniforms to merchandising.
The immersive environment was designed to be comfortable for both fans and families. Zoned spaces allow guests to choose a quieter, more intimate place to eat, or opt to be closer to the action in the center of the room. This prototype also was designed to be cost-effective and scalable for both rollout and retrofit.
Conceptual Design
The initial designs alluded to the idea of the arena of sports, where even if you couldn't make it to the big game in person, you would still feel as though you were part of the stadium experience. Initial massing models of functionality as well as interior and exterior renderings of the space aimed to give the impression of tailgating by the stadium with use of bold graphics, materials, and massing proportions.
Final Built Prototype
The final design was rolled out in both full ground-up build as well as retrofit standards. The final design merged the brand pillars of BWW (wings, beer, sports) and combined them with an amped up atmosphere where all brand aspects, including logo, restaurant design, audio-visual capabilities and operations create an immersive experience.