During Milan’s Design Week, a series of elevators in shopping centers and in office buildings were converted into miniature bars, with a barman that served cold Bavaria beer while taking people to their floors, encouraging conversation between strangers and keeping up with the convivial attitude of the brand.

By using an unconventional location, the activation was implemented with a fraction of the budget usually needed for a significant presence during the Design Week, where space is at a premium.

Locations were picked through the city for their high traffic during Milan’s Design week: a high-end shopping building in the city center and an office building in the heart of the Fuorisalone.

The Elevator Bars ran during the whole Design Week.

To showcase the Bavaria beer range, during daytime hours the office elevator pub served 0% alcohol beer and during happy hour and evening the shopping elevator pub served Premium beer.

Every day, for a week, roughly 6000 potential ambassadors came in contact with Bavaria and experienced first hand the quality of its beers.

On social media, the activation drew x17 social reach as previous activations and 150% more Instagram interactions compared to the Italian Beer industry average.