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    這位創業者只有24歲,他想讓人們在夏天喝啤酒更痛快

    Billy Lyons 2019年07月20日

    他的啤酒館是一個既能喝啤酒又能欣賞街頭藝術的創意空間。

    圖片來源:Courtesy of Justin Schwartz

    炎炎夏日,還有什么事情是比跟朋友在戶外喝一杯啤酒更爽的?為了讓酒友們喝得盡興,美國的一位24歲的創業者也是操碎了心。這位名叫加布里埃爾·莫雷洛的創業者與合伙人泰吉·施瓦茨共同創辦了一家“布魯克林啤酒花園”(Brooklyn Beer Garden),希望通過街頭藝術畫廊與精釀啤酒屋的結合,重新定義當代的露天啤酒館。在他們看來,不是每一家戶外或屋頂的館子都有資格叫“啤酒花園”。

    說到藝術,很多商家都請了畫家在墻上畫壁畫,以營造出一種很“潮”的感覺。布魯克林啤酒花園和它們有什么不一樣?大概是創作的自由度。布魯克林啤酒花園可以說是由一群藝術家從無到有地創造出來的,而且他們在創作中也被賦予了充分的自由。

    建造

    第一家布魯克林啤酒花園坐落在布魯克林布什威克區的一個被遺忘的角落,這里是一個工業街區,但也是一個藝術街區。今年只有24歲的創始人莫雷洛回憶道:“布魯克林啤酒花園使用的主要材料是托盤。我們整整花了四個月的時間,用我們的雙手建造出了這個地方,這個過程中有血、有汗也有淚水。酒吧的建造結束后,藝術家們就進來了。從一個藝術家到五個,再到二十個,可以說我們有機地建立了一個社區。”

    The joy of drinking beer outside amongst friends is well documented, but a 24-year old entrepreneur and his partner have found a new way to liven up a celebrated drinking tradition. Gabriele Maurello, who along with partner Tyagi Schwartz co-founded Brooklyn Beer Garden, is banking that this hybrid street art gallery and craft beer garden can help rethink the modern biergarten concept, which has become synonymous with any outdoor patio or rooftop in recent years.

    So what makes Brooklyn Beer Garden unique from the venues that hire artists to paint custom murals in an attempt to create an “in” with the neighborhood? Perhaps it’s the narrative that something was literally created out of nothing by a community of artists who were given the creative freedom to follow their own vision.

    The Build Out

    The first Brooklyn Beer Garden resides in a forgotten lot within the industrial but artistic neighborhood of Bushwick, Brooklyn. “The main material used in Brooklyn Beer Garden are pallets. We literally built the place ourselves, blood, sweat, and tears over the course of 4 months. Once the buildout of the bar was complete, the artists began to come in. From one artist, to five, to 20, we organically created a community,” describes co-founder Maurello, who at the age of 24 has jumped right into the role of co-owner.

    游客可以在這里喝一杯啤酒,也可以購買一幅藝術作品帶回家。圖片來源:Courtesy of Justin Schwartz

    讓客人在喝酒之余買幾幅畫帶回家,這個想法自然是極好的,前提是你得先把客人吸引過來。為了獲得大眾的關注,莫雷洛也充分發揮了他在一個餐館業家庭中長大的優勢。

    家庭很重要

    “我的整個童年就是在父親的意大利餐廳里度過的。”莫雷洛回憶道:“從削胡蘿卜到幫廚,我學到了很多東西,不過小時候父親最常教導我的就是:‘不要停止學習如何學習。’”

    莫雷洛的這次創業,離不開他的合作人泰吉·施瓦茨的幫扶。施瓦茨是一位經驗豐富的娛樂圈人士,在他的幫助下,莫雷洛的愿景才得以變成現在的布魯克林啤酒花園。除了布什威克區的總店,布魯克林啤酒花園在今年夏天還開到了威廉河谷酒店(The William Vale Hotel),今年下半年,它還將再次在邁阿密的巴塞爾藝術展上亮相。

    However, building an art gallery where guests can purchase artwork while mingling over craft beer only works if you can get people to visit. To gain the attention of the crowd, Maurello relied on his upbringing growing up in a restaurant family.

    Family Matters

    “My entire childhood consisted of being next to my father in his Italian restaurants,” Maurello recalls. “From peeling carrots in the kitchen to being a busboy, I learned the ins and outs, but one thing my father always told me as a kid was ‘don't stop learning how to learn.’”

    One of the first moves Maurello made in his career was teaming with Tyagi Schwartz, an experienced entertainment professional who helped Maurello execute the vision that ultimately became Brooklyn Beer Garden. The concept has already branched out of its Bushwick headquarters with a residency at The William Vale Hotel this summer, and is also appearing at events like Art Basel inMiami, where Brooklyn Beer Garden plans to visit for the second time later this year.

    布什威克區的布魯克林啤酒花園。圖片來源:Courtesy of Justin Schwartz

    雖然很多企業家都喜歡融入一些街頭藝術的風格,但讓藝術家掌握充分的創作自由,從零建造一個啤酒花園,同時兼做畫廊,這個點子絕對是百分之百的原創。威廉河谷酒店的總經理大衛·萊蒙德表示:“將本地的街頭藝術家介紹給我們的客人,給予他們一個購買當地藝術品和體驗布魯克林的各種精釀啤酒、紅酒的機會,這很好地拓展了我們對酒店客人的服務,同時也服務了本地社會。”作為一家豪華酒店,威廉河谷酒店有安德魯·卡爾梅利尼掌廚的餐廳、能夠俯瞰曼哈頓美景的屋頂酒廊,還有大廚威利·杜德蘭執掌的甜甜圈咖啡館。但即便與它們相比,布魯克林啤酒花園的風情也毫不遜色。

    對藝術家們來說,這個場所也是一個安全的避風港,可以讓他們逃避在別人房子上涂鴉容易引來的法律問題,以及一些藝術圈內部的齟齬。當地有些知名的街頭藝術家,如SacSix和伊莎貝拉·尤文等都在利用這個平臺展示他們的才華和賣畫。在邁阿密出生的街頭藝術家SacSix表示:“即使是最好的街頭藝術畫廊,也只選擇和收藏前5%的街頭藝術家的作品。也就是說,還有大量才華橫溢的街頭藝術家無人問津。而布魯克林啤酒花園接納了這些街頭藝術家,并且歡迎他們加入自己的藝術大家庭。” SacSix還與阿迪達斯開展過合作。

    Though incorporating street art into their space is a trend many business owners have taken advantage of, the idea that artists had the creative freedom to design a beer garden from the ground up that doubles as a gallery is certified original.“Introducing local street artists to our guests, providing them with a marketplace to purchase art and experience a variety of Brooklyn brewed beers and wines is an excellent extension of the kind of programming we create for the hotel guests and the neighborhood all the time, “ says David Lemmond, the general manager at The William Vale Hotel. The luxury hotel includes a restaurant from chef Andrew Carmellini, a rooftop lounge with skyline views of Manhattan, and a donut cafe from chef Wylie Dufresne, all of which puts Brooklyn Beer Garden indistinguished company.

    For the artists, the venue is a safe haven for escaping the usual legalities of decorating someone else’s property, not to mention the typical politics of the art world. Street artists like SacSix and Isabelle Ewing have used the event platform to showcase their talents and sell their artwork. “Even the best street art galleries select and represent only the top 5% of street artists. That leaves a lot of other talented artists out in the cold. The Brooklyn Beer Garden has embraced these street artists and have welcomed them into their art family,” says Miami-born artist SacSix, whose work includes collaborations with Adidas.

    藝術家德特·柯本在布魯克林啤酒花園。

    正是這種社區意識,使得布魯克林啤酒花園有別于這個城市的無數個酒吧。雖然用藝術來招徠客人并不是什么新鮮事,不過在一些藝術家看來,大多數餐廳和酒吧在這方面做得并不好。布魯克林的壁畫家伊莎貝拉·尤文認為:“很多餐館和酒吧只是弄幾幅畫掛在墻上,并沒有考慮它們的美學價值。他們對藝術的支持雖然值得稱贊,但這樣不僅會讓商家的生意顯得很差,還會讓藝術品也跟著貶值。”大多數餐廳都將多數資源投入到了餐食和飲品里,但是就餐環境的視覺美學,對總體用餐體驗也有著舉足輕重的影響。

    美不美,酒友說了算

    布魯克林啤酒花園的獨特之處,不僅僅在于店里的街頭藝術作品。要想招徠酒客,酒水的選擇也是十分重要的。布魯克林本地的精釀作坊不少,Six point和Five borough的啤酒、Brooklyn CiderHouse的蘋果酒、Red Hook Winery的紅酒,都很值得外地客人品嘗。最近罐裝雞尾酒火了起來,布魯克林啤酒花園還與All-Wise Meadery公司合作研發了一款名叫“布魯克林騾子”的罐裝雞尾酒。

    雖然這個理念在布魯克林的文藝青年中很受歡迎,但要想將它推廣到其他城市,卻可能會面臨不少挑戰。在波士頓,夏季啤酒花園的流行,已經讓他們與普通餐廳老板產生了不少摩擦,該州甚至正在考慮通過立法,限制向啤酒花園經營者發放的許可證數量。另外,像其他露天啤酒屋一樣,布魯克林啤酒花園也得尋找新的方法取悅顧客。這也是為什么布魯克林啤酒花園特別注重培養藝術家們的忠誠度。尤文表示:“我很多年前為自己設定的職業目標之所以能夠實現,還得感謝他們,比如參加布什威克集體藝術展,參加邁阿密巴塞爾藝術展,在全市各地畫壁畫等等。”總之,要想做一個供人消遣的地方,有時合作能繪出更美的圖畫。(財富中文網)

    譯者:樸成奎

    It’s this sense of community that differentiates Brooklyn Beer Garden from the city’s countless options. Though using art to attract guests is not new, from some artists perspective, most restaurants and bars don’t do a great job. “A lot of restaurants and bars just slap up art on the walls not putting into consideration their aesthetic. Kudos to them for supporting the arts but when they do this it can not only make the business look bad, but can cheapen the artwork and or take away from the work,” says Brooklyn-based muralist Isabelle Ewing. While it’s understandable that most restaurants would put their resources into food and drink, the visual aesthetic of a dining room plays a crucial role in the overall dining experience.

    Beauty Is in the Eye of the Beer Holder

    However, it’s not just the imagery that makes Brooklyn Beer Garden unique. The selection of beverages are just as important when thinking of ways to stimulate the crowd. In Brooklyn, local craft breweries like Six point and Five Boroughs, along with cider from Brooklyn CiderHouse and wine from Red Hook Winery,are all available to help guests unwind. Brooklyn Beer Garden even found a way to take advantage of the canned cocktail trend with its very own drink in partnership with All-Wise Meaderycalled “The Brooklyn Mule.”

    While the concept has proven popular with Brooklyn’s artistic crowd, growing the concept to other cities may prove challenging. In Boston, the popularity of summer beer gardens has caused friction with restaurant owners to the point where state legislature is considering limiting the number of permits issued to beer garden operators. Like most venues, Brooklyn Beer Garden will have to find creative ways to keep the crowd entertained, which is why putting the focus on building loyalty with artists above all else should come in handy. “A lot of career goals that I had set for myself years ago were accomplished thanks to them, like becoming a part of the Bushwick Collective, showing at Art Basel Miami, painting murals all over the city, the list goes on,” says Ewing. When it comes to where people choose to hang out, sometimes collaboration paints a prettier picture.

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