The Beaufort Bar at the Savoy Hotel by Helen Friel The Beaufort Bar at the Savoy Hotel by Helen Friel
The Beaufort Bar at the Savoy Hotel by Helen Friel The Beaufort Bar at the Savoy Hotel by Helen Friel
The Beaufort Bar at the Savoy Hotel by Helen Friel The Beaufort Bar at the Savoy Hotel by Helen Friel

Tall tales: Pop-up menu at Savoy’s Beaufort Bar

29 : 10 : 2014 Beaufort Bar : Neo-Tolkienism : Pop-up Menu

London- Illustrator and paper engineer Helen Friel has designed a new 3D pop-up cocktail menu for the Beaufort Bar at London’s Savoy hotel.

The menu, which comes in a satisfyingly robust hardback book, includes 14 beautifully designed pages which bring the cocktails to life through imagery.

Designed in collaboration with illustrator Joe Wilson, the Beaufort cocktail book conveys the inspiration and history behind each of the drinks. Old Blues Eyes, for example, is accompanied by a pop-up keyboard, microphone and Frank Sinatra head that captures the infamous crooner in all his former glory.

‘The drinks range from light at the beginning of the book to dark at the end,’ Helen Friel tells LS:N Global. ‘I hope the book conveys not only the ingredients but also the mood of each drink.’

For more on how brands are using storytelling and fantasy to elevate their products read our Neo-Tolkienism macrotrend.

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