Grimbergen
The Burning Bar
THE FIRST BAR THAT BURNS
EVERY EVENING AND RISES
FROM ITS ASHES EVERY MORNING
It is in homage to the Abbey of Grimbergen, destroyed and rebuilt three times, that the ubi/. agency imagined and designed the Burning Bar: the first bar that ignites every evening to rise from its ashes every morning.
The public was able to observe a real-life pyrotechnic show, combining real flames, light and sound design to experience a breath-taking moment. Before this unique show that closed each evening, the Burning Bar also offered a scenography directly inspired by the history of the brand, with its abbey universe transported into a private mansion in Old Lille.
An immersive theatre with the Big Drama troupe took over the Burning Bar via a participatory artistic experience involving the public in their performance, and punctuating their visit with anecdotes, surprises and stand-ups.
An eclectic musical program featured DJ sets mixing headliners rarely programmed in Lille and local artists including Boston Bun, Adress Hymen, Folamour and Duñe.
The operation was amplified 360° with an immersive content platform, a media and PR campaign from Paris to Lille, as well as a community of local and national influencers.
