Carlsberg Group, Deutschland- HamburgConcept Brauhaus
Astra Brauhaus
Carlsberg Group, Deutschland, Hamburg
Astra Brauhaus - Concept Brauhaus
A collaborative project that interprets the authentic, direct and deliberately “trash” spirit of St. Pauli, integrating seamlessly into the urban context of the Reeperbahn. ASTRA returns to its historical roots near the former Bavaria site with a microbrewery, a pub and an Astra Shop. Hamburg’s cult beer is once again brewed and served on site, transforming the complex into a lively meeting place that strengthens the bond between brand, place and the Kiez community.
- Local identity: A coherent interpretation of the spirit of St. Pauli and the Kiez’s “trash” culture.
- Historical continuity: ASTRA’s return close to the former Bavaria site, creating a link between past and present.
- Active social space: Microbrewery, pub and shop as places for production, consumption and social interaction.
Use of authentic materials, iconic elements and color as narrative and emotional tools.
Domestic and feminine
atmosphere
A warm, familiar space inspired by the home kitchen
in a contemporary way.
Control of the visual identity of the wooden building through surface cladding
