3835 CRENE BrochCosmo/Eng
21-01-2004
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Pagina 1
The Belgian Beer Paradise The Designers Créneau International NV
Tel.: +32 11 284700 Fax: +32 11 284701 info@creneau.com www.creneau.com
Any café concept can refer back to an idea of yesteryear, but simply imitating an idea is not enough to be successful. The design consultancy Créneau International began by drawing inspiration from the year 1900, but developed the whole into a concept for the 21st century. Créneau International (1989°). has been an outsider in the European designer scene for more than a decade. From their offices in Hasselt (B) and Brussels, Créneau International has built up an international client portfolio. For Interbrew, Créneau International developed the Belgian Beer Café®, a concept which includes the Cosmopolitan Café Concept and the Rural Café Concept.
www.ijsbreker.be
I.Z. “De Roode Berg” Hellebeemden 13 B-3500 Hasselt Belgium
cosmopolitan concept
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Pagina 3
The Belgian Paradise Belgium, land of beer In the land of beer, cafés tell a story about cosiness and life’s pleasures. A closer look at Belgium reveals a penchant for the good life that is common to all Belgians. There is no better place to experience this ‘savoir vivre’ than in one of Belgium’s numerous beer cafés. At the crossroads of Latin and Germanic culture, the multilingual kingdom of Belgium offers visitors the best of both worlds. The Belgian character combines the exuberance of Southern Europe with the thoroughness of the North.
Colophon Published December 2003 by Interbrew N.V. Belgian Beer Café, Stella Artois, Hoegaarden White, Hoegaarden Grand Cru, Hoegaarden Forbidden Fruit, Gueuze Belle-Vue, Kriek Belle-Vue, Framboise Belle-Vue, Leffe Blond, Leffe Dark and Leffe Triple are registered trademarks. Written and designed by IJsbreker
It took centuries, however, to come to this rare blend. Major turning points of European and world history have been marked on Belgian soil. Today’s small and peaceful country once had the evil reputation of being the battlefield of Europe. For centuries the country had been occupied and ruled by foreign nations. They gradually formed the Belgians into what they are today: commonsensical citizens ready for compromise and a little inclined to distrust authorities. Enjoying the small pleasures of life was often a kind of compensation for foreign oppression, if not the only one possible. In spite of the turmoil of the past, the country still has a rich patrimony to offer. Being the soul of its cultural heritage, its cities of art attract visitors from all over the world. Works of Belgian painters like Rubens or Brueghel excel in expressing the exuberance and the unrestrained, popular joy of living that reflects so much the essence of being a Belgian. The Belgian beer culture is a significant part of that national feeling and has a long tradition. Beer was and still is one of those small pleasures of life the Belgians hold on to. While other beerdrinking nations gradually saw their beer production process evolve to large scale, industrial proportions, Belgium continued to cherish the small scale, traditional brewing process. A tremendous variety of typical beertypes, unparalleled in the rest of the world, are thus able to survive.
Brasseries have been popular for decades but are currently enjoying a revival. Examples can be found in every large Belgian city. As a rule, they are located in the old city centre, where they attract not only businesspeople and commuters, but also large numbers of shopping day trippers and tourists. The location could not be better chosen, since certainly for the foreign visitors, these cafés are their first introduction to the rich Belgian beer culture. They really function as a gateway to the Belgian soul. They are so open and approachable – and besides they serve so many different kinds of beer – that any Belgian brasserie café that opens its doors abroad immediately stands an excellent chance of becoming a Belgian beer paradise.
Belgian Beers In Your Belgian Beer Café® As it would be simply impossible to serve every Belgian beer there is in a Belgian Beer Café®, we have compiled a portfolio of special Belgian beers for this concept café. Naturally, the Premium Lager Stella Artois is a must. This is one of the most important Belgian lagers. The Hoegaarden family, with Hoegaarden White, Hoegaar-den Grand Cru and Forbidden Fruit, follows without saying: they are often requested by visitors to Belgian Beer Cafés®. Also typically Belgian are the fruit beers Kriek Belle Vue and Framboise Belle Vue. Belgian abbey beers also receive high praise all over the world. With the three varieties of Leffe, the Blond and Dark ale and the Leffe Triple, each Belgian Beer Café® will have the crème de la crème on hand. The beer list is rounded out with a handful of other magnificent beers of Belgian origin.
3835 CRENE BrochCosmo/Eng
21-01-2004
14:46
Pagina 3
The Belgian Paradise Belgium, land of beer In the land of beer, cafés tell a story about cosiness and life’s pleasures. A closer look at Belgium reveals a penchant for the good life that is common to all Belgians. There is no better place to experience this ‘savoir vivre’ than in one of Belgium’s numerous beer cafés. At the crossroads of Latin and Germanic culture, the multilingual kingdom of Belgium offers visitors the best of both worlds. The Belgian character combines the exuberance of Southern Europe with the thoroughness of the North.
Colophon Published December 2003 by Interbrew N.V. Belgian Beer Café, Stella Artois, Hoegaarden White, Hoegaarden Grand Cru, Hoegaarden Forbidden Fruit, Gueuze Belle-Vue, Kriek Belle-Vue, Framboise Belle-Vue, Leffe Blond, Leffe Dark and Leffe Triple are registered trademarks. Written and designed by IJsbreker
It took centuries, however, to come to this rare blend. Major turning points of European and world history have been marked on Belgian soil. Today’s small and peaceful country once had the evil reputation of being the battlefield of Europe. For centuries the country had been occupied and ruled by foreign nations. They gradually formed the Belgians into what they are today: commonsensical citizens ready for compromise and a little inclined to distrust authorities. Enjoying the small pleasures of life was often a kind of compensation for foreign oppression, if not the only one possible. In spite of the turmoil of the past, the country still has a rich patrimony to offer. Being the soul of its cultural heritage, its cities of art attract visitors from all over the world. Works of Belgian painters like Rubens or Brueghel excel in expressing the exuberance and the unrestrained, popular joy of living that reflects so much the essence of being a Belgian. The Belgian beer culture is a significant part of that national feeling and has a long tradition. Beer was and still is one of those small pleasures of life the Belgians hold on to. While other beerdrinking nations gradually saw their beer production process evolve to large scale, industrial proportions, Belgium continued to cherish the small scale, traditional brewing process. A tremendous variety of typical beertypes, unparalleled in the rest of the world, are thus able to survive.
Brasseries have been popular for decades but are currently enjoying a revival. Examples can be found in every large Belgian city. As a rule, they are located in the old city centre, where they attract not only businesspeople and commuters, but also large numbers of shopping day trippers and tourists. The location could not be better chosen, since certainly for the foreign visitors, these cafés are their first introduction to the rich Belgian beer culture. They really function as a gateway to the Belgian soul. They are so open and approachable – and besides they serve so many different kinds of beer – that any Belgian brasserie café that opens its doors abroad immediately stands an excellent chance of becoming a Belgian beer paradise.
Belgian Beers In Your Belgian Beer Café® As it would be simply impossible to serve every Belgian beer there is in a Belgian Beer Café®, we have compiled a portfolio of special Belgian beers for this concept café. Naturally, the Premium Lager Stella Artois is a must. This is one of the most important Belgian lagers. The Hoegaarden family, with Hoegaarden White, Hoegaar-den Grand Cru and Forbidden Fruit, follows without saying: they are often requested by visitors to Belgian Beer Cafés®. Also typically Belgian are the fruit beers Kriek Belle Vue and Framboise Belle Vue. Belgian abbey beers also receive high praise all over the world. With the three varieties of Leffe, the Blond and Dark ale and the Leffe Triple, each Belgian Beer Café® will have the crème de la crème on hand. The beer list is rounded out with a handful of other magnificent beers of Belgian origin.
3835 CRENE BrochCosmo/Eng
21-01-2004
14:47
Pagina 5
The Cosmopolitan Concept A Haven In the Heart of the City nyone who has ever wandered the streets of Brussels has certainly also stepped into one of the celebrated Brussels brasserie cafés. A spacious, roomy affair, with a particularly large amount of seating and a good view of the comings and goings, inside as well as outside the café.
A
Belgian city-dwellers are epicureans. They love going to a cosy brasserie on Sundays with the whole family. This tradition is centuries-old and was formerly the privilege of more affluent citizens. Thanks to the democratisation of society, this pleasure is now shared by large sections of the population. The Belgian Beer Café® ‘Cosmopolitan Concept’ is not a place for excess and carousing. No, here people eat and drink with style and moderation.
Café Culture
The Belgian Café any Belgians will quench their thirst with a simple lager or savour an abbey beer at home, but more likely they will go to one of the over 24,000 cafés that one comes across in cities, towns and villages. Belgians are social drinkers and often choose their beer according to circumstances. After work? A lager. After a film or a visit to the theatre, something special, a dark abbey beer perhaps. At a restaurant? That depends on the food. Foreigners are often surprised at the great number of marvellous dishes our traditional cuisine has to offer. Belgian beer cuisine comprises both dishes prepared with beer and dishes to which beer is the only possible accompaniment. Belgian food, just like Belgian fashion, is currently gaining international prestige. Celebrity chefs promote our honest Belgian beer cuisine in restaurants and on television.
M
A Café for Everyone There are cafés and cafés. Between the local or village café, where cards are played on Sunday and pigeon fanciers cope with their winnings or losses, and the urban designer café which is mainly frequented by young people, there are dozens of other types of café. In this brochure, however, we’ll pass these over. For now, we would like to focus on the Belgian Beer Café® ‘Cosmopolitan Concept’. A café where people can drink an extraordinary glass of beer and eat well in style and moderation.
The cuisine is simple, but is really intended for gourmands who love robust, original flavours. The service is flawless, a detail which is emphasized by the spotless white jackets of the waiters who serve at the tables. The brasserie has evolved over the years. The vintage interior of the Cosmopolitan Café is authentic, with lots of elements taken from the Gay Nineties and following decade. The joie de vivre is fully intact, but its elaboration has been adapted to our times, making ‘modern yet timeless’ a wonderfully apt summary of the Belgian Beer Café® ‘Cosmopolitan Concept’. Enjoy your introduction!
The Belgian Beer Café® ‘Cosmopolitan Concept’ has an average sales area of 150 square metres, a light and roomy interior and all kinds of memorabilia referring to the lively era of the turn from the 19th to the 20th century.
The Cosmopolitan Concept
3835 CRENE BrochCosmo/Eng
21-01-2004
14:47
Pagina 5
The Cosmopolitan Concept A Haven In the Heart of the City nyone who has ever wandered the streets of Brussels has certainly also stepped into one of the celebrated Brussels brasserie cafés. A spacious, roomy affair, with a particularly large amount of seating and a good view of the comings and goings, inside as well as outside the café.
A
Belgian city-dwellers are epicureans. They love going to a cosy brasserie on Sundays with the whole family. This tradition is centuries-old and was formerly the privilege of more affluent citizens. Thanks to the democratisation of society, this pleasure is now shared by large sections of the population. The Belgian Beer Café® ‘Cosmopolitan Concept’ is not a place for excess and carousing. No, here people eat and drink with style and moderation.
Café Culture
The Belgian Café any Belgians will quench their thirst with a simple lager or savour an abbey beer at home, but more likely they will go to one of the over 24,000 cafés that one comes across in cities, towns and villages. Belgians are social drinkers and often choose their beer according to circumstances. After work? A lager. After a film or a visit to the theatre, something special, a dark abbey beer perhaps. At a restaurant? That depends on the food. Foreigners are often surprised at the great number of marvellous dishes our traditional cuisine has to offer. Belgian beer cuisine comprises both dishes prepared with beer and dishes to which beer is the only possible accompaniment. Belgian food, just like Belgian fashion, is currently gaining international prestige. Celebrity chefs promote our honest Belgian beer cuisine in restaurants and on television.
M
A Café for Everyone There are cafés and cafés. Between the local or village café, where cards are played on Sunday and pigeon fanciers cope with their winnings or losses, and the urban designer café which is mainly frequented by young people, there are dozens of other types of café. In this brochure, however, we’ll pass these over. For now, we would like to focus on the Belgian Beer Café® ‘Cosmopolitan Concept’. A café where people can drink an extraordinary glass of beer and eat well in style and moderation.
The cuisine is simple, but is really intended for gourmands who love robust, original flavours. The service is flawless, a detail which is emphasized by the spotless white jackets of the waiters who serve at the tables. The brasserie has evolved over the years. The vintage interior of the Cosmopolitan Café is authentic, with lots of elements taken from the Gay Nineties and following decade. The joie de vivre is fully intact, but its elaboration has been adapted to our times, making ‘modern yet timeless’ a wonderfully apt summary of the Belgian Beer Café® ‘Cosmopolitan Concept’. Enjoy your introduction!
The Belgian Beer Café® ‘Cosmopolitan Concept’ has an average sales area of 150 square metres, a light and roomy interior and all kinds of memorabilia referring to the lively era of the turn from the 19th to the 20th century.
The Cosmopolitan Concept
3835 CRENE BrochCosmo/Eng
21-01-2004
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Pagina 7
The Turn of the Century Just as when a comet streaks across the sky, the beginning of a new century has often been accompanied by a slight feeling of panic. Was it to be the end of the world? The transition from the 19th to the 20th century was no different. Back in those days large groups of people believed that the world would end with the century.
A continuing celebration
Nevertheless, the period of the late 1800s and the early 1900s was marked by great optimism and a great lust for life. This is certainly evident in the architecture of the time. It was the heyday of the celebrated Art Deco style, with
Is it a coincidence that the Belgian Beer Café® ‘Cosmopolitan Concept‘ is set around the turn of the 19th to the 20th century? In 1900, one of Belgium’s most popular sovereigns, Albert I, married one of the most beloved queens, Elisabeth, who is still famous for her patronage of the world-famous Queen Elisabeth International Music Competition for piano, singing, or violin. That year was therefore one big celebration in Belgium, and this exuberant spirit can still be found today in the Belgian Beer Café® ‘Cosmopolitan Concept’.
A continuing celebration
he Belgian Beer Café® ‘Cosmopolitan Concept’ may hark back to the atmosphere and traditions from around the beginning of the 20th century, but it is nevertheless a modern creation. It offers refuge after a hectic or just normally busy day. It is a convivial environment for anyone who loves life, enjoys relaxing with a great beer and a tasty meal, appreciates style and does not want to be told how he or she should have a good time.
which a few famous Belgian masters won an international reputation in the field of architecture. Victor Horta, to name but one, remains an example to many even today. The Belgian Beer Café® ‘Cosmopolitan Concept’ discreetly incorporates a few of Horta’s trademark features - the choice of classy materials, the flowing lines and the elegant decoration – which help create a unique atmosphere. The Belgian Beer Café® ‘Cosmopolitan Concept’ radiates hope and self-assurance. The future is golden!
T
The Cosmopolitan Concept
The Cosmopolitan Concept, inside and out A café with a soul
This is the place for people who are living and working today, who are proud of their achievements, and are therefore naturally at ease. The social atmosphere of the Cosmopolitan Café literally crosses borders. It’s certainly not meant to be a snug for the Belgian in-crowd. No, the Belgian Beer Café® ‘Cosmopolitan Concept’ is a place where all nationalities will really feel themselves at home. This is Belgian hospitality at its best. That is why the concept lends itself exceptionally well to attracting large crowds, whether in Belgium or anywhere else in the world. Of course, the necessary consideration should be given to the discerning clientele’s high expectations. The visitor to the Belgian Beer Café® ‘Cosmopolitan Concept’ has style, and expects the same of the café in which he or she is a guest.
An Inviting Exterior
A Confidence-inspiring Interior
The Belgian Beer Café® ‘Cosmopolitan Concept’ shouldn’t be built just anywhere. Both its location in the city and the building’s floor plan must ensure that the concept’s benefits are fully realised. The café should not just be a meeting place for regulars, but must also invite the casual passer-by to come inside and get a beer. It should radiate a certain dignity without being stuffy. The building should preferably be located in the busy city centre, with the business district just around the corner. It should be an open building, with large windows which offer the customer a nice view of the outside world. If possible, it should have a pavement terrace from which the customers can observe life going on around them.
The interior of the Belgian Beer Café® ‘Cosmopolitan Concept’ should have a convenient arrangement that helps the staff to meet the wishes of the clients quickly and efficiently. In this environment, all customers will feel welcome and catered to. There should be a lot of light and sufficient space between tables to allow for flawless service, even when things get very busy. The Belgian Beer Café® ‘Cosmopolitan Concept’ should, after all, be able to easily accommodate large numbers of visitors. A sales area of at least 150 square metres is therefore recommended.
3835 CRENE BrochCosmo/Eng
21-01-2004
14:47
Pagina 7
The Turn of the Century Just as when a comet streaks across the sky, the beginning of a new century has often been accompanied by a slight feeling of panic. Was it to be the end of the world? The transition from the 19th to the 20th century was no different. Back in those days large groups of people believed that the world would end with the century.
A continuing celebration
Nevertheless, the period of the late 1800s and the early 1900s was marked by great optimism and a great lust for life. This is certainly evident in the architecture of the time. It was the heyday of the celebrated Art Deco style, with
Is it a coincidence that the Belgian Beer Café® ‘Cosmopolitan Concept‘ is set around the turn of the 19th to the 20th century? In 1900, one of Belgium’s most popular sovereigns, Albert I, married one of the most beloved queens, Elisabeth, who is still famous for her patronage of the world-famous Queen Elisabeth International Music Competition for piano, singing, or violin. That year was therefore one big celebration in Belgium, and this exuberant spirit can still be found today in the Belgian Beer Café® ‘Cosmopolitan Concept’.
A continuing celebration
he Belgian Beer Café® ‘Cosmopolitan Concept’ may hark back to the atmosphere and traditions from around the beginning of the 20th century, but it is nevertheless a modern creation. It offers refuge after a hectic or just normally busy day. It is a convivial environment for anyone who loves life, enjoys relaxing with a great beer and a tasty meal, appreciates style and does not want to be told how he or she should have a good time.
which a few famous Belgian masters won an international reputation in the field of architecture. Victor Horta, to name but one, remains an example to many even today. The Belgian Beer Café® ‘Cosmopolitan Concept’ discreetly incorporates a few of Horta’s trademark features - the choice of classy materials, the flowing lines and the elegant decoration – which help create a unique atmosphere. The Belgian Beer Café® ‘Cosmopolitan Concept’ radiates hope and self-assurance. The future is golden!
T
The Cosmopolitan Concept
The Cosmopolitan Concept, inside and out A café with a soul
This is the place for people who are living and working today, who are proud of their achievements, and are therefore naturally at ease. The social atmosphere of the Cosmopolitan Café literally crosses borders. It’s certainly not meant to be a snug for the Belgian in-crowd. No, the Belgian Beer Café® ‘Cosmopolitan Concept’ is a place where all nationalities will really feel themselves at home. This is Belgian hospitality at its best. That is why the concept lends itself exceptionally well to attracting large crowds, whether in Belgium or anywhere else in the world. Of course, the necessary consideration should be given to the discerning clientele’s high expectations. The visitor to the Belgian Beer Café® ‘Cosmopolitan Concept’ has style, and expects the same of the café in which he or she is a guest.
An Inviting Exterior
A Confidence-inspiring Interior
The Belgian Beer Café® ‘Cosmopolitan Concept’ shouldn’t be built just anywhere. Both its location in the city and the building’s floor plan must ensure that the concept’s benefits are fully realised. The café should not just be a meeting place for regulars, but must also invite the casual passer-by to come inside and get a beer. It should radiate a certain dignity without being stuffy. The building should preferably be located in the busy city centre, with the business district just around the corner. It should be an open building, with large windows which offer the customer a nice view of the outside world. If possible, it should have a pavement terrace from which the customers can observe life going on around them.
The interior of the Belgian Beer Café® ‘Cosmopolitan Concept’ should have a convenient arrangement that helps the staff to meet the wishes of the clients quickly and efficiently. In this environment, all customers will feel welcome and catered to. There should be a lot of light and sufficient space between tables to allow for flawless service, even when things get very busy. The Belgian Beer Café® ‘Cosmopolitan Concept’ should, after all, be able to easily accommodate large numbers of visitors. A sales area of at least 150 square metres is therefore recommended.
3835 CRENE BrochCosmo/Eng
21-01-2004
14:48
Pagina 9
A Warm Interior The Belgian Beer Café® ‘Cosmopolitan Concept’ exudes tranquillity and limpidity thanks to its light-toned colouring and well-organized design. Although the materials used are durable, the passage of time should be allowed to leave a few traces. Over the years, the woodwork will darken somewhat, which will only serve to strengthen the feeling of authenticity which is present from the start.
The beer mats sit ready on each table in a special holder, and each table is neatly cleared. The customer should immediately sense the respect with which he or she is welcomed. In the smoking section, a clean glass ashtray should always be provided. These details should also accentuate the Café’s lightness.
Subdued Lighting The floor is beautifully tiled with gorgeous Belgian marble of a deep, almost brownish red. The tiles are smooth, shiny and distinguished. These are combined with sections of solid oak parquet. The combination of this bluestone floor and the panelling gives the Cosmopolitan Café its unparalleled style.
There are no blinding halogen spotlights in the Belgian Beer Café® ‘Cosmopolitan Concept’. Instead, the interior is bathed in a warm yellow light, that does not shroud the bar in shadows. The many hanging lamps and wall lamps easily illuminate the whole barroom.
The Cuisine and the Menu
Materials and Accessories
As the name implies, the Belgian Beer Café® ‘Cosmopolitan Concept’ is primarily a drinking place. That may be the visitor’s first motivation, but as soon as they find themselves in the café, it should be immediately clear that it offers many more experiences besides the sampling of Belgian beers. In particular, the interior should advertise that the inner being can be strengthened with hearty Belgian dishes. Belgian cuisine is unfussy and even unpretentious and yet ... nowhere else in the world is so much importance attached to good taste in all its aspects. A specially composed cuisine accompanies the ‘Cosmopolitan Concept’ proposed here. To implement this you can call upon the services of a Belgian chef. As a guideline, you will receive the Beer & Food Manual to which we regularly add new ideas.
The Belgian Beer Café® logo is present on most of the tableware, but the café’s reputation does not always have to be underlined by the logo. The famous Belgian mussel pot requires no other trademark than its unique design.
Flawless Service The Belgian Beer Café® uniform should receive special attention. It should always be spotlessly white and immaculately starched. The logo is very discreet, so that it only attracts notice at a second glance. The first impression is naturally that of perfect service.
The Bar, A Showcase of Belgium’s Best Beers The Cosmopolitan Concept
The style is carried through to the bar and the area behind it. Oak, glass and bluestone are the key materials here, while the taps are of course made entirely of shining metal. On each tap, the client will be able to recognize the logo of the beer flowing generously from it. On the glass shelves behind the bar stand the glasses, with the beers’ logos turned clearly towards the customer. A selection of the bottled beers available is presented here as well. The combination forms a real showcase of Belgian beers.
Each Accessory Affirms the Style Decorative elements should not be lacking on the walls. Golden mirrors and shiny enamel advertisements enhance the light. Brightness is the key, so that the café makes a pleasant and enticing impression on anyone who pushes open the glass door with copper fittings.
Down to the smallest details There is a popular Belgian song in which the singer jokes about ‘a café without beer’, which amounts to something totally unrealistic. Gradually, people are beginning to think of a café without a menu as being just as unusual. A Belgian beer menu is therefore essential to the international Belgian Beer Café® concept. Moreover, you can rely on us for support regarding, opening, events, operating, music, …
3835 CRENE BrochCosmo/Eng
21-01-2004
14:48
Pagina 9
A Warm Interior The Belgian Beer Café® ‘Cosmopolitan Concept’ exudes tranquillity and limpidity thanks to its light-toned colouring and well-organized design. Although the materials used are durable, the passage of time should be allowed to leave a few traces. Over the years, the woodwork will darken somewhat, which will only serve to strengthen the feeling of authenticity which is present from the start.
The beer mats sit ready on each table in a special holder, and each table is neatly cleared. The customer should immediately sense the respect with which he or she is welcomed. In the smoking section, a clean glass ashtray should always be provided. These details should also accentuate the Café’s lightness.
Subdued Lighting The floor is beautifully tiled with gorgeous Belgian marble of a deep, almost brownish red. The tiles are smooth, shiny and distinguished. These are combined with sections of solid oak parquet. The combination of this bluestone floor and the panelling gives the Cosmopolitan Café its unparalleled style.
There are no blinding halogen spotlights in the Belgian Beer Café® ‘Cosmopolitan Concept’. Instead, the interior is bathed in a warm yellow light, that does not shroud the bar in shadows. The many hanging lamps and wall lamps easily illuminate the whole barroom.
The Cuisine and the Menu
Materials and Accessories
As the name implies, the Belgian Beer Café® ‘Cosmopolitan Concept’ is primarily a drinking place. That may be the visitor’s first motivation, but as soon as they find themselves in the café, it should be immediately clear that it offers many more experiences besides the sampling of Belgian beers. In particular, the interior should advertise that the inner being can be strengthened with hearty Belgian dishes. Belgian cuisine is unfussy and even unpretentious and yet ... nowhere else in the world is so much importance attached to good taste in all its aspects. A specially composed cuisine accompanies the ‘Cosmopolitan Concept’ proposed here. To implement this you can call upon the services of a Belgian chef. As a guideline, you will receive the Beer & Food Manual to which we regularly add new ideas.
The Belgian Beer Café® logo is present on most of the tableware, but the café’s reputation does not always have to be underlined by the logo. The famous Belgian mussel pot requires no other trademark than its unique design.
Flawless Service The Belgian Beer Café® uniform should receive special attention. It should always be spotlessly white and immaculately starched. The logo is very discreet, so that it only attracts notice at a second glance. The first impression is naturally that of perfect service.
The Bar, A Showcase of Belgium’s Best Beers The Cosmopolitan Concept
The style is carried through to the bar and the area behind it. Oak, glass and bluestone are the key materials here, while the taps are of course made entirely of shining metal. On each tap, the client will be able to recognize the logo of the beer flowing generously from it. On the glass shelves behind the bar stand the glasses, with the beers’ logos turned clearly towards the customer. A selection of the bottled beers available is presented here as well. The combination forms a real showcase of Belgian beers.
Each Accessory Affirms the Style Decorative elements should not be lacking on the walls. Golden mirrors and shiny enamel advertisements enhance the light. Brightness is the key, so that the café makes a pleasant and enticing impression on anyone who pushes open the glass door with copper fittings.
Down to the smallest details There is a popular Belgian song in which the singer jokes about ‘a café without beer’, which amounts to something totally unrealistic. Gradually, people are beginning to think of a café without a menu as being just as unusual. A Belgian beer menu is therefore essential to the international Belgian Beer Café® concept. Moreover, you can rely on us for support regarding, opening, events, operating, music, …
3835 CRENE BrochCosmo/Eng
21-01-2004
14:48
Pagina 11
The Cosmopolitan Concept Centre of Attraction in the Metropolis
The Cosmopolitan Concept
The Cosmopolitan Concept Location in the city’s entertainment district. Centre of attraction for a differentiated clientele, at different moments of the day and night.
Courses and Training Before putting on the white jacket, Belgian Beer Café® personnel can learn the tricks of the trade by attending a course in perfection. The annual draughtmaster competition, in which they may take part, contributes to further refining their professional skills.
Timeless design with references to the era of around 1900, joie de vivre and optimism.
POS Materials
Conclusion
Beer mats, exterior and interior communication... there is no lack of Point of Sale materials to give your Belgian Beer Café® its own identity. Further, you will find the magazine De Postduif on the door-step of your Belgian Beer Café® every three months. With this newsletter about Belgian café life, you and your customers will forge a close bond with Belgium.
Customers return when they are made to feel welcome and treated cordially. Thus, an important aspect of the personnel’s training consists of polishing their communication skills. As the Belgian Beer Café® attracts an international clientele, multilingualism is certainly appropriate here.
A cuisine matched with Belgian beer, unique in the world, appreciated by both gourmands and occasional restaurant patrons. Both a regular clientele and a great potential for occasional customers. Commercial and operational support. An inimitable concept which will always maintain its value. In short: an evergreen in the volatile restaurant business. A patented concept.
3835 CRENE BrochCosmo/Eng
21-01-2004
14:48
Pagina 11
The Cosmopolitan Concept Centre of Attraction in the Metropolis
The Cosmopolitan Concept
The Cosmopolitan Concept Location in the city’s entertainment district. Centre of attraction for a differentiated clientele, at different moments of the day and night.
Courses and Training Before putting on the white jacket, Belgian Beer Café® personnel can learn the tricks of the trade by attending a course in perfection. The annual draughtmaster competition, in which they may take part, contributes to further refining their professional skills.
Timeless design with references to the era of around 1900, joie de vivre and optimism.
POS Materials
Conclusion
Beer mats, exterior and interior communication... there is no lack of Point of Sale materials to give your Belgian Beer Café® its own identity. Further, you will find the magazine De Postduif on the door-step of your Belgian Beer Café® every three months. With this newsletter about Belgian café life, you and your customers will forge a close bond with Belgium.
Customers return when they are made to feel welcome and treated cordially. Thus, an important aspect of the personnel’s training consists of polishing their communication skills. As the Belgian Beer Café® attracts an international clientele, multilingualism is certainly appropriate here.
A cuisine matched with Belgian beer, unique in the world, appreciated by both gourmands and occasional restaurant patrons. Both a regular clientele and a great potential for occasional customers. Commercial and operational support. An inimitable concept which will always maintain its value. In short: an evergreen in the volatile restaurant business. A patented concept.
3835 CRENE BrochCosmo/Eng
21-01-2004
14:46
Pagina 1
The Belgian Beer Paradise The Designers Créneau International NV
Tel.: +32 11 284700 Fax: +32 11 284701 info@creneau.com www.creneau.com
Any café concept can refer back to an idea of yesteryear, but simply imitating an idea is not enough to be successful. The design consultancy Créneau International began by drawing inspiration from the year 1900, but developed the whole into a concept for the 21st century. Créneau International (1989°). has been an outsider in the European designer scene for more than a decade. From their offices in Hasselt (B) and Brussels, Créneau International has built up an international client portfolio. For Interbrew, Créneau International developed the Belgian Beer Café®, a concept which includes the Cosmopolitan Café Concept and the Rural Café Concept.
www.ijsbreker.be
I.Z. “De Roode Berg” Hellebeemden 13 B-3500 Hasselt Belgium
cosmopolitan concept