Goose Island Brewhouse

Product Description

When 555 International was approached by Goose Island and Ab Inbev to revamp and renovate the original Goose Island Brew Pub on Clybourn founded in 1988, we were presented with a layered challenge: redesign the space to embody the future of the brand for the national rollout with Ab InBev, while simultaneously honoring their roots.

With over 30 years’ experience working with legendary brands like Armani, McDonald’s, Loews Hotels and the Dallas Cowboys, James Geier and design team at 555 International know the significance of Goose Island to the city of Chicago and pioneering craft brewing in the United States – specifically that the preservation of their unique story would be key to the future success of the brand. As craft brewers, Goose Island’s roots are the foundation on which they stand, stay true to the community of craft brewing, and continue nurturing their strong customer base.

Using this as their inspiration, the team at 555 developed a holistic concept for the new Brewhouse anchored by three key principals: the people, the product, and the process. The space would be designed with the guest experience in mind, focusing on elevating the brand’s representation to the public, showcasing the unique brewing process, featuring a fantastic curated menu and beer pairings, and demonstrating the renewed versatility of the brand in partnership with AB InBev. Additionally, James Geier took the role as owner’s representative and became the glue that bonded a multi-layered team of partners: AB InBev, Goose Island, Jonathan Splitt Architects, and general contractor Menhall Group.

Walking into the front doors of newly-renovated Clybourn Brewhouse, there is a noticeable openness and visual connection between rooms. Brewing facilities previously seen through a window are now visible behind full-height glass walls from both the Taproom and Private Event Space. Brewery and tasting tours highlight the craft brewing process. While visitors walk through the space, they have the opportunity to engage first-hand with Brewmasters to chat about everything from the type of equipment used, to fermentation and aging. The space is sleek and modern, balancing the raw—urban, gritty and traditional roots—with a refined, clean aesthetic of the brand.

Two new bars provide a foundation for conversation between guest and cicerone. The Main Taproom bar, modern and clean with urban materiality, takes a back seat to the custom brushed aluminum 28-tap tower and pipes that track their way along the taproom ceiling back to the brewery, connecting the guest to the product. The Vintage Ale Bar, more traditional in aesthetic, inspires conversation amongst an 20ft long aged walnut bar top and painted brass panels and detailing. Along the back wall, a large engraved leather map of Chicago with gold stars marking Goose Island’s locations, acts as the backdrop of to two fully-upholstered crescent booths for larger groups.

The Brewhouse’s now spacious open kitchen is eye-catching with a wood fire grill that enforces the rustic yet casual environment. James Geier and team provided key connections to create a newly revamped menu in partnership with Goose Island, leveraging fresh, locally sourced ingredients, and menu items inspired by traditional tavern fares worldwide.

Outside, the team paid homage to the past by dusting off and reconditioning the original 30-year-old Goose Island “Brewpub” lit sign on the building’s SW corner back to full glory.

Everything created by 555 International for the renovation was custom designed and fabricated in house; from the leather map to the classic styling of the stools. It all came together seamlessly to encompass the people, process, and product that makes Goose Island the empire beer aficionados will continue to know and love for years to come.