BREW YORK

Brew York is one of my favourite places. Great beer, great atmosphere, great food, and always banging design. Brewery Bash is already a proper event, so the question wasn't how to fix it. It was how you'd make it more hands-on, and get people moving and discovering beers instead of queuing and standing still.

A wall-sized memory game built entirely out of Brew York's cans. Flip a can, then flip another. Find the pairs. Remember what you've seen. Match the batch and earn your pint.

It does the job of a sampling stand without feeling like one. People learn the range because they have to remember it, which beats a leaflet every time. And it creates the two things every event wants: a queue that's actually fun to stand in, and a crowd that gathers to watch.