Total Concept’s transformative touch at AB InBev’s Global Headquarters in Leuven highlights the essence of what we call Specials & Eyecatchers —the art of creating memorable, brand-centric installations that turn everyday spaces into immersive experiences. Working closely with Jones Knowles Ritchie (JKR) for creative direction, we brought AB InBev’s brand story to life through a collection of specials or unique elements, that celebrate the company’s legacy in a truly interactive way.
The home of beer- ab inbev's headquarters
At the heart of Leuven, Total Concept has delivered a transformative experience at the global headquarters of AB InBev. This project showcases Total Concept’s expertise in creating immersive brand environments that bring corporate identity to life. In collaboration with creative agency JKR, Total Concept transformed the workspace into a blend of corporate functionality and modern artistry.
A Bold Welcome: The Entrance
Walking into the entrance of AB InBev is stepping into a live brewing experience. Custom-made inox pipes and industrial tanks immediately immerse visitors into the brewing process, symbolizing the core identity of AB InBev. An impressive chandelier made from over 2000 Corona bottles hovers above, casting a warm glow that contrasts beautifully with the brick walls and metallic installations. This dramatic entrance sets the tone, inviting visitors to journey deeper into a world that celebrates AB InBev’s global influence and rich history.
Crafting Unique Spaces with Character
Each space within the headquarters has its unique identity, crafted to embody the essence of AB InBev’s iconic brands. Total Concept’s bespoke decor solutions include custom signage, branded totems, and intricately designed seating that captures AB InBev’s story at every corner.
In Landing Space 5, a wall of stacked cans, perforated panels with the logos of Budweiser and Leffe, and stained glass windows evoke a sense of artistry and nostalgia. This is where Total Concept’s special touches shine—combining hand-painted elements with custom laser-cut designs to create a visually dynamic area.
North Wing 6: A Gallery of Beer Culture
Moving through the North Wing, visitors encounter the oversized metallic bottle caps wall—an installation of 4,000 branded bottle caps meticulously arranged, embodying Total Concept’s attention to detail. The area also features a hand-painted mural inspired by artist Michael Craig Martin, adding a bold, modern twist to the workspace. An open bar and auditorium create a versatile space where AB InBev employees can gather, collaborate, or simply unwind, reflecting the company’s commitment to a balanced work culture.
Corona Bar & Roof Terrace
Designed with the laid-back spirit of Corona, the Corona Bar and Roof Terrace provides a tranquil escape. Bottle-end walls, custom surfboards, and branded low tables crafted from recycled ocean plastics add a touch of sustainability while reinforcing Corona’s beach-inspired identity. With a green wall and a shaded seating area, this space embodies relaxation and creativity, offering employees a refreshing break in the middle of their workday.
Engineering Marvels and Technical Brilliance
One of the most remarkable feats of this project was the installation of large shipping containers around the elevator shafts. These containers, designed to represent AB InBev’s global reach, required precise engineering due to the underground parking, highlighting Total Concept’s capacity to handle complex technical challenges.
Other notable technical achievements include the largest transparent LED wall in Europe at the time, a symbol of innovation and cutting-edge technology integrated seamlessly into the design.
From Concept to Reality
Total Concept’s role in this project extended beyond design; they were the creators, fabricators, and installers of these unique spaces. Every piece, from the custom branded totems to the intricately designed sitting benches, reflects their mastery in realizing complex design visions. This 360-degree approach allows Total Concept to maintain quality, coherence, and alignment with the client’s brand identity, resulting in a finished project that feels both immersive and authentic.
A Benchmark in Corporate Experience Design
‘The Home of Beer’ GHQ not only serves as an inspiring workspace but also stands as a benchmark in corporate experience design. Through meticulous craftsmanship, innovative decor solutions, and a deep understanding of AB InBev’s brand essence, Total Concept has created a multi-functional environment that fosters creativity, collaboration, and brand pride. It’s a testament to the company’s ability to transform corporate spaces into memorable, brand-centered experiences.
By bringing AB InBev’s identity to life in such a tangible way, Total Concept sets a new standard for interior design in the corporate world, demonstrating that with creativity and precision, office spaces can transcend functionality to become icons of corporate culture.
This project reaffirms Total Concept’s commitment to creating not just workplaces, but immersive brand experiences that make a lasting impact on employees and visitors alike.
