3835 CRENE BrochRural/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
rural concept
3835 CRENE BrochRural/Eng
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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 BrochRural/Eng
21-01-2004
11:43
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 BrochRural/Eng
21-01-2004
11:43
Pagina 5
The Rural Concept A Haven in the Heart of the City ince days of old, cafés have been found all over the world. Belgium certainly does not have a monopoly on the idea. But whoever visits Belgium is nonetheless surprised by the multitude of café types one comes across here. This diversity is part and parcel of the Belgian Beer Café® ‘Rural Concept’, making it far from a sterile and uniform formula concept. The variety of themes makes all Belgian Beer Café® ‘Rural Concept’ throughout the world both unique and recognizable.
S
Belgians enjoy taking pleasure out of life. In the evening after a film or a visit to the theatre, they will regularly drop by their favourite café to savour what they’ve just experienced. On a Sunday after a sports match, they will comment, at the bar or at a table, on the performance of their team or favourite player, over a pint. Or two.
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 one particular type that appeals to people from all walks of life. In recent years, Belgians have been flocking in ever-greater numbers and without thinking twice to places where they can drink an extraordinary glass of beer and eat well at the same time: the so-called brasserie or as we call it, the Belgian Beer Café® ‘Rural Concept’
So it has been since time immemorial. Thus one finds a whole range of café types in Belgium: the pigeon-fanciers’ club house, the supporters’ café for a football team or bicycling idol, the student pub. These are all based on the same archetype: the popular café. Here, conviviality is key, imagination is king, and the customer is a true guest. Today, in most Belgian cafés, you can not only quench your thirst, but also satisfy your appetite. Unfortunately, in many cases, the cuisine has evolved into the quick-snack approach, but nevertheless some stubborn café-owners still serve classic café dishes. They are the staunchest defenders of the famous Belgian beer cuisine. It goes without saying that these establishments are extremely popular with a diverse clientele. The Belgian Beer Café® ‘Rural Concept’ concept has evolved over the years. The interior is still authentic and, as in Belgian cafés, has often evolved organically. This impression of changing relaxedly with the times can also be found in the Belgian Beer Café® ‘Rural Concept’. Enjoy your introduction!
The Rural Concept
3835 CRENE BrochRural/Eng
21-01-2004
11:43
Pagina 5
The Rural Concept A Haven in the Heart of the City ince days of old, cafés have been found all over the world. Belgium certainly does not have a monopoly on the idea. But whoever visits Belgium is nonetheless surprised by the multitude of café types one comes across here. This diversity is part and parcel of the Belgian Beer Café® ‘Rural Concept’, making it far from a sterile and uniform formula concept. The variety of themes makes all Belgian Beer Café® ‘Rural Concept’ throughout the world both unique and recognizable.
S
Belgians enjoy taking pleasure out of life. In the evening after a film or a visit to the theatre, they will regularly drop by their favourite café to savour what they’ve just experienced. On a Sunday after a sports match, they will comment, at the bar or at a table, on the performance of their team or favourite player, over a pint. Or two.
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 one particular type that appeals to people from all walks of life. In recent years, Belgians have been flocking in ever-greater numbers and without thinking twice to places where they can drink an extraordinary glass of beer and eat well at the same time: the so-called brasserie or as we call it, the Belgian Beer Café® ‘Rural Concept’
So it has been since time immemorial. Thus one finds a whole range of café types in Belgium: the pigeon-fanciers’ club house, the supporters’ café for a football team or bicycling idol, the student pub. These are all based on the same archetype: the popular café. Here, conviviality is key, imagination is king, and the customer is a true guest. Today, in most Belgian cafés, you can not only quench your thirst, but also satisfy your appetite. Unfortunately, in many cases, the cuisine has evolved into the quick-snack approach, but nevertheless some stubborn café-owners still serve classic café dishes. They are the staunchest defenders of the famous Belgian beer cuisine. It goes without saying that these establishments are extremely popular with a diverse clientele. The Belgian Beer Café® ‘Rural Concept’ concept has evolved over the years. The interior is still authentic and, as in Belgian cafés, has often evolved organically. This impression of changing relaxedly with the times can also be found in the Belgian Beer Café® ‘Rural Concept’. Enjoy your introduction!
The Rural Concept
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Pagina 7
The Belgian Beer Café® ‘Rural Concept’ exists in two versions and has an average sales area of -120 (Small Village Café) to +120 (Brasserie) square metres. The interior is predominantly dark brown, with warm tones. The decoration refers to the Art Deco style of the ’20s and ’30s
The Twenties The Gay Twenties were a cheerful time. World War I was behind us and everyone believed that war was now definitively a thing of the past. Europe had learned its lesson. In European art and architecture, Art Deco was still a leading style. In the interior of the Belgian Beer Café® ‘Rural Concept’, you will certainly recognize the influence of this style. The elegant, airy decorations, the mirrors and the warm tones create a warm, inviting atmosphere in a café where friendship and sociability are key.
The Rural Concept, conviviality is Key The Gay Twenties – the decade that followed the First World War – were a time of great optimism. ‘Never again war’ was a popular and sincere slogan in those days. The people celebrated, went out and had hope for a better future.In this positive atmosphere, the Belgian Beer Café® ‘Rural Concept’ was able to make its mark. The Rural Concept
The Belgian Beer Café® ‘Rural Concept’ refers back to the café tradition from the 1920s, but it also draws from later sources. The concept shows the influence of the Fifties and Sixties, for example in the democratic, open atmosphere which each Belgian Beer Café® ‘Rural Concept’ radiates. The café creates a refuge after a hectic working day or adds the finishing touch to the end of a pleasant day of shopping. 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. The Belgian Beer Café® ‘Rural Concept’ entices people with its uncomplicated cosiness. After the Second World War, the age of reconstruction dawned in Europe. There were enough jobs to go round, there was money for investments, and once again, there was reason to be cheerful and confident. People from all walks of life acquired new habits. Many discovered the pleasures of entertainment and nightlife. Especially popular were the warm, brown cafés, where there was dancing too. Exactly because so many different social classes found their way into these entertaining cafés, there was also a boom in café types at the time. The Belgian Beer Café® ‘Rural Concept’ can therefore be furnished to accommodate any preference, which allows it to be fitted effortlessly into any city environment.
Inside and out
The Rural Concept, inside and out Jovial and Welcoming A Conspicuous Presence
An Organic Interior
The Belgian Beer Café® ‘Rural Concept’ feels at home everywhere. Almost any attractive location is suitable for setting up a Small Village Café or Brasserie. With striking signboards and panels, the façade immediately acquires the hospitable Belgian Beer Café® signature look, thus becoming an inviting beacon for passers-by and regular customers.
A sales area of at least 80 square metres, spread out over the various spaces that happen to make up the location, is sufficient for the Belgian Beer Café® ‘Rural Concept’. When the space is converted, walls should never be knocked down, windows boarded up or rooms adapted, unless required by fire safety regulations. The Belgian Beer Café® ‘Rural Concept’ should evoke the same feeling of organic evolution one finds in its original Belgian versions. This feeling will provide the warmth and camaraderie which is the qualifying mark of the Belgian Beer Café® ‘Rural Concept’. Thanks to the mirrors on the walls, the bartender will still be able keep an eye on the whole barroom, so that he can instantly react to the gestures and signals of his guests.
Naturally, the café is best located in the bustling entertainment centre of the city, where its chance of being discovered is greatest. It best fits in cities where business districts, student neighbourhoods and entertainment districts intermingle, so that the clientele is made up of various types of people.
3835 CRENE BrochRural/Eng
21-01-2004
11:44
Pagina 7
The Belgian Beer Café® ‘Rural Concept’ exists in two versions and has an average sales area of -120 (Small Village Café) to +120 (Brasserie) square metres. The interior is predominantly dark brown, with warm tones. The decoration refers to the Art Deco style of the ’20s and ’30s
The Twenties The Gay Twenties were a cheerful time. World War I was behind us and everyone believed that war was now definitively a thing of the past. Europe had learned its lesson. In European art and architecture, Art Deco was still a leading style. In the interior of the Belgian Beer Café® ‘Rural Concept’, you will certainly recognize the influence of this style. The elegant, airy decorations, the mirrors and the warm tones create a warm, inviting atmosphere in a café where friendship and sociability are key.
The Rural Concept, conviviality is Key The Gay Twenties – the decade that followed the First World War – were a time of great optimism. ‘Never again war’ was a popular and sincere slogan in those days. The people celebrated, went out and had hope for a better future.In this positive atmosphere, the Belgian Beer Café® ‘Rural Concept’ was able to make its mark. The Rural Concept
The Belgian Beer Café® ‘Rural Concept’ refers back to the café tradition from the 1920s, but it also draws from later sources. The concept shows the influence of the Fifties and Sixties, for example in the democratic, open atmosphere which each Belgian Beer Café® ‘Rural Concept’ radiates. The café creates a refuge after a hectic working day or adds the finishing touch to the end of a pleasant day of shopping. 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. The Belgian Beer Café® ‘Rural Concept’ entices people with its uncomplicated cosiness. After the Second World War, the age of reconstruction dawned in Europe. There were enough jobs to go round, there was money for investments, and once again, there was reason to be cheerful and confident. People from all walks of life acquired new habits. Many discovered the pleasures of entertainment and nightlife. Especially popular were the warm, brown cafés, where there was dancing too. Exactly because so many different social classes found their way into these entertaining cafés, there was also a boom in café types at the time. The Belgian Beer Café® ‘Rural Concept’ can therefore be furnished to accommodate any preference, which allows it to be fitted effortlessly into any city environment.
Inside and out
The Rural Concept, inside and out Jovial and Welcoming A Conspicuous Presence
An Organic Interior
The Belgian Beer Café® ‘Rural Concept’ feels at home everywhere. Almost any attractive location is suitable for setting up a Small Village Café or Brasserie. With striking signboards and panels, the façade immediately acquires the hospitable Belgian Beer Café® signature look, thus becoming an inviting beacon for passers-by and regular customers.
A sales area of at least 80 square metres, spread out over the various spaces that happen to make up the location, is sufficient for the Belgian Beer Café® ‘Rural Concept’. When the space is converted, walls should never be knocked down, windows boarded up or rooms adapted, unless required by fire safety regulations. The Belgian Beer Café® ‘Rural Concept’ should evoke the same feeling of organic evolution one finds in its original Belgian versions. This feeling will provide the warmth and camaraderie which is the qualifying mark of the Belgian Beer Café® ‘Rural Concept’. Thanks to the mirrors on the walls, the bartender will still be able keep an eye on the whole barroom, so that he can instantly react to the gestures and signals of his guests.
Naturally, the café is best located in the bustling entertainment centre of the city, where its chance of being discovered is greatest. It best fits in cities where business districts, student neighbourhoods and entertainment districts intermingle, so that the clientele is made up of various types of people.
3835 CRENE BrochRural/Eng
21-01-2004
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Pagina 9
The Belgian Beer Café ® 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.
The Cuisine and the Menu As the name implies, the Belgian Beer Café® 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 café 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 that the Belgian TV-chef Herwig Van Hove has formulated and to which he regularly adds new ideas.
The Belgian Beer Café®
Inside and out
A Warm Interior
Subdued Lighting
Dark wooden panelling gives the Belgian Beer Café® ‘Rural Concept’ its lived-in character. The tables and chairs are of a simple but sturdy design. They too should be able to ‘serve their time’. Over the years, the wood in the café will attain a deeper, darker hue. It will become a genuine Belgian brown café. The floor is laid with broad, solid planking or is partially tiled with characteristic red tiles. Often, the well-known Louvain stove, a symbol of Belgian hominess, can be found at the centre of the main room.
The lighting should be discreet and subdued, creating a pleasant atmosphere. Individual fittings make sure that every corner of the barroom is sufficiently lit.
Each Accessory Affirms the Style
The Bar, A Showcase of Belgium’s Best Beers The style is carried through to the bar and the area behind it. Wood, 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.
Decorative elements should not be lacking on the walls. Mirrors and shiny enamel advertisements enhance the light. They are allowed to have a weathered aspect. After all, everything about the Belgian Beer Café® ‘Rural Concept’ has a history to it. 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 make all the difference.
3835 CRENE BrochRural/Eng
21-01-2004
11:44
Pagina 9
The Belgian Beer Café ® 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.
The Cuisine and the Menu As the name implies, the Belgian Beer Café® 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 café 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 that the Belgian TV-chef Herwig Van Hove has formulated and to which he regularly adds new ideas.
The Belgian Beer Café®
Inside and out
A Warm Interior
Subdued Lighting
Dark wooden panelling gives the Belgian Beer Café® ‘Rural Concept’ its lived-in character. The tables and chairs are of a simple but sturdy design. They too should be able to ‘serve their time’. Over the years, the wood in the café will attain a deeper, darker hue. It will become a genuine Belgian brown café. The floor is laid with broad, solid planking or is partially tiled with characteristic red tiles. Often, the well-known Louvain stove, a symbol of Belgian hominess, can be found at the centre of the main room.
The lighting should be discreet and subdued, creating a pleasant atmosphere. Individual fittings make sure that every corner of the barroom is sufficiently lit.
Each Accessory Affirms the Style
The Bar, A Showcase of Belgium’s Best Beers The style is carried through to the bar and the area behind it. Wood, 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.
Decorative elements should not be lacking on the walls. Mirrors and shiny enamel advertisements enhance the light. They are allowed to have a weathered aspect. After all, everything about the Belgian Beer Café® ‘Rural Concept’ has a history to it. 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 make all the difference.
3835 CRENE BrochRural/Eng
21-01-2004
11:44
Pagina 11
Materials and Accessories
Courses and Training
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.
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.
Flawless Service
POS Materials
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.
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.
The Rural Concept Centre of Attraction in the city
The Belgian Beer Café®
The Rural Concept Location in the city’s entertainment district.
Conclusion 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.
Centre of attraction for a differentiated clientele, at different moments of the day and night. Timeless design with references to the era of around 1900, joie de vivre and optimism. A cuisine based 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 BrochRural/Eng
21-01-2004
11:44
Pagina 11
Materials and Accessories
Courses and Training
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.
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.
Flawless Service
POS Materials
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.
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.
The Rural Concept Centre of Attraction in the city
The Belgian Beer Café®
The Rural Concept Location in the city’s entertainment district.
Conclusion 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.
Centre of attraction for a differentiated clientele, at different moments of the day and night. Timeless design with references to the era of around 1900, joie de vivre and optimism. A cuisine based 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 BrochRural/Eng
21-01-2004
11:42
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
rural concept