When Bridge Road Brewery set out to build their new brewpub in the bustling Brunswick village, they wanted more than just a functional space—they wanted to establish brand recognition and engage the local community months before their grand opening. Their goal? To create a sustainable event space that reflected their eco-conscious values. Cardboard Mill (CM) provided the solution with an eco-friendly pop-up venue made almost entirely of cardboard, pushing the boundaries of sustainable branding.
Client Brief: Sustainability and Engagement Before Opening
Bridge Road Brewery sought to create a working pub for 3-4 months before moving into their permanent location. Their key request was to make the temporary venue as sustainable as possible, focusing on recyclables and cardboard as primary materials to minimize environmental impact.
Cardboard Mill’s Solution: An Immersive, Eco-Friendly Pop-Up
At Cardboard Mill, we designed a space that was not only functional but also embodied sustainable branding. Apart from essential fixtures like the bar top, food prep areas, and refrigeration, every other surface was crafted from cardboard.
- Wall Cladding: The walls were clad with cardboard, creating a warm, inviting ambiance that emphasized the sustainable event theme.
- Furniture: Tables, chairs, and even light fittings were made from different types of cardboard, selected for both their aesthetic appeal and structural integrity.
- Storage Solutions: Even the wall storage for beer slabs and menus was constructed from cardboard, further reinforcing the brewery’s commitment to sustainability.
Using different cardboards and natural treatments, we created a visually engaging, fully functional bar. Importantly, no chemical waterproofing was used—only the natural properties of the board sourced for the surfaces.
Challenges: Longevity and Wear Over Time
The project’s biggest challenges came down to longevity and wear. Originally, the venue was expected to operate for 3-6 months. However, due to delays, it remained open for over 18 months! During that time, we replaced table tops three times and handled minor repairs due to patron use.
To address wear issues, we designed the furniture for easy component replacement. For example, table and chair tops were made to be swapped out seamlessly, ensuring minimal disruption and a continued eco-friendly pop-up experience.
Success: A Sustainable Pop-Up That Captured Attention
The results were overwhelmingly positive. Bridge Road Brewery’s pop-up bar became a local favorite, drawing attention from patrons and media alike. Coverage in publications like the Good Food Guide and Herald Sun praised the innovative design, with one review stating:
"...pop-up (bar) that's a feat of sustainable engineering: it's made almost entirely of cardboard…"
The pop-up’s success highlighted how sustainable branding can extend beyond marketing and into physical spaces, creating memorable experiences that resonate with customers and promote environmental responsibility.
Key Takeaways:
- Sustainable Event Space: Bridge Road Brewery’s pop-up bar proved that cardboard can be a powerful medium for creating eco-friendly, functional spaces that align with brand values.
- Durability and Adaptability: Despite extended use, our design allowed for easy maintenance and replacement, showing that sustainable solutions can be both durable and practical.
- Amplified Brand Presence: By emphasizing sustainable branding, Bridge Road Brewery gained significant media attention, raising their profile well before their official opening.
At Cardboard Mill, we are passionate about helping brands create eco-friendly pop-ups and sustainable experiences that resonate with today’s environmentally conscious audience.