2022 IID 🏆 Awards


From a gentleman to a global beer explorer, JUMGO has sorted out a new brand personality and spatial visual system for MR.BEER, so that MR.BEER has also started a real “journey”. This time, it landed in the “mountain city” Chongqing.

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Gold 🏆 Winner
International Interior Design Awards 2022

Restaurant Interior Built


Liang He

Design Team
Easong Zeng, Stone Shi, Andy Xing, Ci-yuong Chen, Summer Shu



©Photographer: Chuan HE

Spirit of exploration

MR.BEER Global Beer Adventure, from Tongzilin to the world, this time once again brought the world’s flavor to Chongqing, retaining the recognizable station symbol, and continuing the concept of the passenger area from the beer factory to the station in the space. At the same time, the increase in the number of guest seats, the control of the spatial scale and the updated arrangement, keep MR.BEER as relaxed and comfortable as always.

The new store still maintains the greatest possible “open interface”, allowing the store to blend into the street, blurring the boundaries of the commercial space, and allowing the “inside and outside” to achieve the greatest possible integration in order to lower the psychological threshold of customers. This is also the biggest feature of all MR.BEER stores.

“Exquisite” community

When the brand space began to have chain management needs, brand symbols also began to slowly transform into brand equity. Therefore, the spatial vision of the brand has been maximized in the MR.BEER Chongqing store to ensure that the recognition error is minimized. But this does not mean that this is an absolutely “standardized” output process. The continuation of the spirit and the regional matching are all points that need to be considered in the design. Therefore, without changing the “temperament”, the change of details and materials brings a new experience to MR.BEER-Chongqing.

As the two representative cities of the twin-city economic circle, Chengdu and Chongqing have the same roots, but their personalities are indeed slightly different. Large rivers have created the unique culture of the mountain city. Years of precipitation have formed Chongqing people’s straightforward and hearty character, which is also directly reflected in the regional living habits and spatial architecture. And MR.BEER from Chengdu has the meticulous nature of Chengdu. There are many ways to drink alcohol. We hope that the emergence of MR.BEER will bring more possibilities to Chongqing.

 Mr. Beer returned to Chengdu from the world, and now, a new journey will begin, bringing its “exquisiteness and adventure” to the outside world. Besides Sichuan and Chongqing, we can always meet again somewhere.