In the heart of Steamer Wharf, Minus 5 Ice Bar sits in the cross hairs of the hospitality precinct of Queenstown. After years of patronage it the opportunity of a refresh and rethink of the premises,  the functionality of selling tickets and the process of 'rugging' up the visitors in coats and gloves before ferrying them in for that shot of vodka and experience.  We decided to get the ticket selling out of the tight interior space and face it directly into the laneway for engagement.  We also suggested taking the 'rugging up' out of the tight space too and moving that also into the laneway to create a buzz. Hatches where cut, led neon signage installed and weathered timber panelling reminiscent of an Antarctic hut where used. New engagement has been created.

A stunning refresh and a beacon for a good night out has been reinstated in the post covid world of Queenstown.  

Rethinking the functionality

By creating eye contact and kinetic movement along with crowd creation directly into Steamers Lane a higher level of engagement has been created.