Goose Island Tap Room
The goal of the new tap room and tour was to create the perfect setting to share not only Goose Island’s beers, but also their passion and pride in their craft, their facilities, and their team. The focal point of the Tap Room, a long, U-shaped bar, celebrates Goose Island’s Chicago roots with locally crafted furniture, a flag-like tile bar front made from recycled Chicago manufacturing materials, and a live-edge wood countertop reclaimed from local trees. The tap room features eight new taps with a rotation of seasonal brews exclusive to the Fulton Street location. A garage door opens up to the street and connects the Tap Room to its city, and hand-crafted artwork fills the interior. Custom pieces such as the metal ribbon ceiling feature (etched with an old Chicago street map) and a wooden sculpture wall highlighting the locations of local ingredients used by the brewers are only a few of the stories told in high-impact, artful ways. A retail nook with handmade wood shelving mixes apparel with Goose Island culture, while home brewing displays encourage deeper engagement with the staff over the passion of brewing. Lastly, a tour route was created for small, intimate groups to explore the brewery, including stops at the Tap Deck, bottling lines, brewing tanks, the Matilda Room, and the Barrel Aging Warehouse, all with new custom hand-painted graphics and way-finding.
The project used many materials made specifically for Chicago, just like many of Goose Island’s beers. Chicago materials and manufacturers were crucial to creating an authentic experience at Goose Island Beer Co.