Tasked with introducing Jägermeister’s Cold Brew Coffee to a cool crowd of street savvy consumers, we built a striking two-storey structure filled with bars and other activations that attracted curious drinkers, eager to try a new twist on the famous herbal liqueur from Germany.

Themed around the underground lifestyle culture of Berlin – a city not far from the home of Jägermeister in Wolfenbüttel – our bar invited customers to taste shots that had been chilled to -18 degrees to experience their #BestNights. Elsewhere, the rattle of ice cubes inside cocktail shakers could be heard as mixologists crafted tasty concoctions such as Jägermeister Mule, Jägermeister Espresso Martini, and Jägermeister Tonic.

Bright neon signs in keeping with Berlin’s atmospheric nightlife aesthetic suggested visitors ‘Take a Shot’ or ‘Drink Ice Kühl’. Artists applied airbrush tattoos to guests at the installation that was brought to life with graphic designs from Dubai-based Palestinian artist Camil Karam.

Sole DXB places a strong emphasis on music and to chime with this, we distributed flyers with a QR code that enabled guests to access a Spotify playlist created by multi-talented musician Joe Harney.