Löwengrube breweries draw inspiration from traditional Bavarian bierstube and combine the idea of celebrating Oktoberfest all year long with the traditional sense of Italian warm hospitality. Area-17 Architecture & Interiors designed a flexible concept that adjusts to the two dining formats of the restaurant chain. The new concept characterizes them both with an iconic Bavarian aesthetic flair.
Civitanova in Marche, is the first realization of the “stube” format, an actual restaurant of more than 250 sqm designed according to two main cornerstones: quality of the product and conviviality. The Bavarian beer is the key factor around which the whole experience is built. The beer tap counter is the focal point, while the completely transparent beer cellar becomes a functional and celebratory element at the same time.
The stube environment is meant to fulfill the needs of its clientele’s diversity, from an Oktoberfest themed area with communal tables to a more intimate area with small tables, also including a family area featuring a Kinder zone specifically for children. The materials of the furnishings are warm and evoke a reassuring atmosphere of a familiarity. The wallpaper inspired by the traditional Bavarian iconography was specifically custom-designed by Area-17 and characterizes the interiors without ambivalence, establishing a strong connection for Löwengrube brand identity.
The “klein” is the fast-and-casual format with a size between 100 and 200 sqm; Biella and Belpò in northern Italy were the first realizations. The klein’s challenge was recreating the same experience in a limited space, keeping the design’s cornerstones completely intact. In this format, the décor is very crucial and its explosion on all free surfaces assures great exposure even within a visually cluttered environment, such as a food court inside a shopping mall.