1 year of The FRONT Bar.

When architect Geo Jipa and managing director Jörn Clausen approached us with their vision of the area separation concept – moving from the main bar to the lounge and further into the intimate music bar – a few attributes immediately came to our mind:

Multi-Sensory.
Understated Elegance.
Sophisticated yet Accessible.

It was never meant to be just a bar.
It was conceived as a journey.

From there, we created the brand strategy around one central idea:

Refined Social Discovery.

The intention was to create a refined yet accessible space where guests can connect and enjoy high-quality, artisanal experiences. A place that blends mystery and sophistication. Where understated elegance meets vibrant social interaction in an intimate, almost hidden setting.

This thinking resulted in the claim:

“What’s behind the FRONT?
There’s only one way to find out: step in.”

Translating this into the marketing strategy, we deliberately chose a community-driven approach. Creating curiosity without revealing too much. Building an insider feeling.

Those who know, know.

Seeing how the concept has evolved over the past year and how the idea is being lived is incredibly rewarding.

Happy 1st anniversary, FRONT Bar.

Pictures by João Hasselberg