Preface

Visiting a pub is akin to using an application: poor experience leads to churn. In this project, we apply design thinking to the physical world, addressing how architecture and branding affect customer retention.

Setting the Stage

Calibri is a well-known pub in Beirut. Like many local venues, it suffered from design oversights that harmed the customer experience.

Identifying Pain Points

• The Column: A structural column in the dead center created visual obstruction and dead zones.
• Ventilation: Poor air circulation led to a smoke-infused, uncomfortable environment.
• Stage Area: Cramped space with poor visibility for half the patrons.
• Sound: Uneven distribution forced customers to shout or caused headaches.
• Brand Inconsistency: No cohesive identity; "Calibri" name wasn't leveraged playfully.

Identity System

We leaned into the wordplay between the pub name and the font "Calibri" to create a cheeky spirit. A new tagline, "You'll never drink alone," pays homage to Liverpool FC fans, a key demographic.

Print Media Strategy

Poster templates were sized (540mm x 900mm) specifically to fit within the joint lines of the interior brick walls, allowing the architecture to frame the content.

Menu Engineering

The menu was designed based on service design research: highlighting profitable items, encouraging impulse purchases, and maintaining brevity to avoid decision paralysis.

Spatial Re-Organization

We turned the obstructive column into a feature by integrating the bar around it. This optimized seating distribution, increasing capacity from 58 to 69 patrons (19% increase) while improving comfort.

The Music Tree

The central column became "The Music Tree," housing amplifiers for smooth sound distribution, allowing music and conversation to coexist.

Stage & Layout

The stage was redesigned for visibility from all angles and efficient use of limited space.

Architectural Sections

The Fold-Table

Designed out of necessity to create space for band nights without a storeroom. When folded, the underside frames a poster, turning furniture into decor.

Bar & Storefront Details

The storefront features a swingable bar that connects the interior with the street, acting as social proof to attract passersby. LED strips at the bar base improve visibility.

Facade Design

Visualization of the integrated design, showcasing lighting, materials, and spatial flow.

I view this as a Total Design project, touching every field to create a unified experience. Everything was modeled down to the screws and joinery. This project demonstrates how thoughtful design interventions in the physical world directly correlate to improved user metrics—retention, conversion, and satisfaction.