The Fox
Pubs and sport have always gone together; that part was never the problem. The harder thing was making a sports bar beautiful. The category usually isn't. Screens dictate the room, breweries hand you free signage, and nobody expects better. This one was built to be looked at.
The bar group I was in-house creative for took over a tired ale house on Auckland’s Viaduct and reopened it as a London pub. I took it from the identity through to the room itself: signage, menus, print, and every piece of decor on the walls, hunted down and placed by hand.
Then I shot the lot. As a designer and photographer, building my own set was a dream come true.
© The Fox
