Honouring a Launceston icon.
An enduring treasure, the heritage-listed Boag's Brewery precinct - and the fiercely loyal northern following of its beer - is a Launceston icon for locals and visitors alike. Our design for a single-storey extension to the rear of a four-storey Georgian building sought to further tell the story of the James Boag brand, from its humble beginnings in 1881 to its continuing legacy for today's generation.
Incorporating a bar, kitchen, cool room, memorabilia display and mural, the project also presented an opportunity to contemporise the visitor experience, revitalise the existing beer garden, and - importantly - make the entire venue wheelchair accessible.
A story for the ages.
Positioned between two heritage buildings, the new extension bridges old and new - contrasting and complementing Launceston's architectural heritage with a modern laneway entrance.
The storytelling continues throughout the entry sequence, with a display of more than 1,000 unique limited-edition beer cans and bottles tracing the evolution of James Boag across its many eras and iterations. Each designed to commemorate significant events or collaborations with iconic Tasmanian community clubs and events, the showcasing of nostalgic memorabilia grounds visitors in place and invites an immediate connection to Boag's enduring legacy.
A giant mural by Tasmanian street artist Jamin depicts each of the long-standing pubs that have served Boag's throughout its centuries-long history, wrapping around the entrance corner to draw visitors naturally into the brewhouse's main service area and beer garden.
A homage to colour and material.
A facade of locally sourced red bricks creates a strong material dialogue with the new extension's deliberately pared-back construction detailing, while referencing the surrounding heritage architecture. Inside, dark Tasmanian oak introduces warmth and depth to an otherwise simple colour palette, and celebrates the shared history and character of both the Boag's brand and Launceston more broadly.
Now serving as the launching pad and tasting room for the popular James Boag Brewery Tour, as well as a public tap house and events space, the new Boag's Brewhouse represents a revitalised visitor experience, and secures the Boag's precinct as a premier tourism destination in northern Tasmania.
