Dugges Brewery is without a doubt one of the most popular microbreweries in Sweden and over the years, Dugges' various beers have been presented with several prestigious awards in the beer world. Since the start, Dugges has had a dream of opening beer bars under his own auspices. Something that became possible when the brewing colleagues at Omnipollo were forced to close their restaurant in Linnaeus in Gothenburg and Dugges was asked to take over the premises.
- Since we started the brewery in 2005, we have dreamed of opening our own place. When we had the opportunity to take over Omnipollo's old premises, it felt like a matter of course to invest, says Tomas Halberstad, Brand Manager for Dugges.
Pils, which got its name from Dugge's lager beer Pils, is the basis for the restaurant's interior design concept. With the help of the award-winning interior and furniture designer Staffan Holm, the beer's identity has been reflected in the design of the restaurant's interior.
- The concept of being inspired by Dugge's beers for restaurants is interesting and exciting but at the same time challenging. Considering that in this case it was about Dugges Pils, there were pictures of a beer house in the back of my mind, but combined with the much more sober feeling of a wine bar. Together with Pil's colorful graphic profile, a vision of colors and materials emerged, says designer Staffan Holm.
In the interior, colors and shapes have been picked from Pil's design world and combined with durable and high-quality materials that age well. The bar, which is the restaurant's real jewel, has a barzzo bar counter from Herrljunga with broken glass from beer bottles, while the green chest panel is a nod to classic beer cabins.
The many green elements in Pil's graphic design have been the basis for giving the restaurant a calm expression. At the same time, the playful essence has been included in details where, among other things, Pil's wavy green and blue patterns are found as a work of art in the bar counter.
One of the key words in the project has been care - for both guests, staff and neighbors. Therefore, the restaurant is equipped with comfortable materials, good sound and light environment, plenty of hooks, electrical outlets and spaces that are accessible to all.
- Pils will welcome Dugge's existing target group but at the same time welcome new guests into a playful world, says Staffan Holm.
For the development of the restaurant's menu, Dugges turned to star chef Gustav Trädgårdh, who, among other things, won Chef of the Year 2010. For Pils, Gustav has created a clear Scandinavian food concept, which at the same time raises the question of what Swedish food actually is.
The idea is that the menu will complement and strengthen the welcoming atmosphere that Staffan Holm has created. Pils is Dugge's first bar, but the hope is to eventually open another number of bars with names and inspiration from their own beers.
- We dream of starting a sour beer bar based on our mango, passion fruit and peach sour Tropic Thunder. Think palm trees, fruit and lamps! Nowadays we do not make bare beer either, so a small hole-in-the-wall gin bar with beer cocktails would also have been fun. Of course with our own gin, says Tomas Halberstad.
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