Bar-riers

In fast-paced cities like Shanghai, young consumers aren’t just drinking—they’re looking to unwind. Street bars offered that everyday escape until barriers blocked the vibe. This insight drove Bar-rier: a way to reclaim those moments of unwinding by turning obstacles into opportunities.

The Bar-rier is an innovative solution that transforms unsightly street barriers into bar areas. Made to clip directly onto road barriers, it turned a restriction into a resource—bringing back foot traffic, street ambiance, and relaxed social moments. Through Hoegaarden’s B2B app, bar owners could easily order and install the device. The results were immediate: participating bars saw a lift in sales, and Hoegaarden’s “Unwind” brand image reached record-high awareness.

More than a fix, the Bar-rier was a demonstration of how brand creativity and business empathy can create mutual growth—for customers, partners, and the streets we all call a space to unwind.