Pabst x Monster Children
98 Orchard: An Event Space in NYC
Brief
Building community is central to the Pabst Brewing brand strategy. Rather than sponsor a bunch of small events around their key market of NYC, they wanted to create a brand house that would reflect the PBR brand and be attractive to the arts, music, and various lifestyle categories in an organic way that would feel more like a DIY warehouse space than a Montauk sponsored event.
The Work
Monster Children presented the Pabst executive team with 98 Orchard, an event space centrally located in the Lower East Side. MC would handle all aspects of production, direction, execution, content production, design, fabrication, etc. This included finding the building, redesigning it, and working with contractors to retrofit the space for both office and event purposes, as well as managing close to 50 free-to-attend events over the course of 2 years.
Results
A great many beers smashed, and now we’re retiring off the can recycling money, kicking it in Fiji.
