Honouring the past while embracing the future
Paying tribute to the past was a huge theme and focus that was kept in mind with every aspect of the design. However, it was important to also incorporate the current state of the brand. There are various elements that include Molson Coors Beverage Company’s new logo with features of the company’s past as well. An example of this can be seen in the front lobby—the outline of the logo was used, but old vintage photos fill the space.
Molson Coors also wanted the main meeting rooms to be an homage to the past. There were three main meeting rooms, one dedicated to each founder of the iconic brand. Frédéric Bourgeois-LeBlanc, senior specialist of corporate communications at Molson Coors, said, “As the company stems from the merger of Miller, Coors and Molson, we wanted to pay tribute to the three men who, each in their own time, had the vision of founding a brewery that would allow, in the centuries to follow, to create the Molson Coors Beverage Company we know today.”
In the Frederick J. Miller and Adolph Coors meeting rooms, a portrait of the founder (printed on canvas material and stretched over custom frames) and examples of their legacies were showcased. By using old photos and handwritten texts as the main source of design inspiration, their histories were brought back to life in the form of digital imaging.
Some of the other meeting rooms had a more modern feel and were named for ingredients used in the beer making process (barley, yeast, wheat, hops, water).
3M’s Fasara “Cloud” was applied to the glass walls of the meeting rooms to provide privacy, but also openness and to allow light to shine through.
In the John Molson meeting room, the brewery’s showcase boardroom, an original oil painting of John Molson is the main focal point, surrounded by old photos of various contributions of the Molson family throughout the years that went far beyond the beer industry (a bank, steamboat, hospital, etc.)