No licence needed: Bottle shop makes disadvantage work

24 : 10 : 2014 BlackMarket : Brand Collaboration : Melbourne

Melbourne – An off-licence chain has opened a pint-sized pop-up after it found out it couldn’t sell liquor for customers to take away until 2015. 

Black Market pop-up wine bar, by Blackhearts & Sparrows. Photography by Nicole Reed. Black Market pop-up wine bar, by Blackhearts & Sparrows. Photography by Nicole Reed.
Black Market pop-up wine bar, by Blackhearts & Sparrows. Photography by Nicole Reed. Black Market pop-up wine bar, by Blackhearts & Sparrows. Photography by Nicole Reed.
Black Market pop-up wine bar, by Blackhearts & Sparrows. Photography by Nicole Reed. Black Market pop-up wine bar, by Blackhearts & Sparrows. Photography by Nicole Reed.

Blackhearts & Sparrows embraced creative collaboration to transform what would have been a costly situation into a spontaneous micro-business. It reached out to a local network of sustainable, artisanal and innovative producers to create the Black Market pop-up wine bar, proving that those who are quick to adapt can create alluring and experiential spaces for consumers to engage with. Creatives from underground bake-sale movement Flour Market and Foolscap Studio, an interdisciplinary design studio that focuses on creating spaces that encourage sustainable living practices, worked together to design the space, which features repurposed old car tyres used as plant pots and table rests.

The pop-up also features food-truck entrepreneur Raph Rashid in the kitchen, making it the first time that he has settled down into a fixed semi-permanent position. DJs will be on rotation in the space and local artisanal coffee shop Everyday Coffee will also be coming on board.

For more on how smart brands and businesses need to collaborate in order to give their shared consumers a better experience, see our microtrend on Symbiotic Branding.

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