Lion Nathan engaged Jasmax and brand agency Shine Limited to produce a design language that embodies the revitalised brand. A core component of Mac’s is the maverick spirit of its creator, Terry McCashin. To do this, Jasmax and Shine developed a design framework that would inform all creative decisions on future sites nationally and globally.
Materials were chosen to reflect the brand identity: natural, raw, stripped back, honest, minimal tampering and nothing artificial - just like the brewing process. Mac’s is ‘all about the beer’ so for the Nuffield street bar, an eclectic collection of 50’s & 60’s cabinets – found on Trademe – were used to create a dynamic
back-bar that conceals the wines and spirit. This visually brings the beer to the fore and provides a rebellious contemporary riff on our local heritage.
Raw materials are considered, cared for and crafted. The stick wall and cabinet back bar were developed with sculptor Ant Sumich who overlaid an artistic flair to these elements that gave them a rich complexity. The stick wall provides a screen and a spatial divider to create an organic space that has an intimate quality. Using 1.5km of timber, the raw energy of the stick wall creates an intriguing juxtaposition with the lavish chandeliers.
Nuffield Street was the first environment for Mac’s that was created and produced at high speed, and with high energy. Its success provided the impetus for a nationwide roll-out of the unique Mac’s identity.
- 2007 Best Design Awards - Hospitality - Silver