Beer spas. In the Czech Republic they’ve been around for quite a while. However, in Belgium - a nation known for its rich beer culture - the concept hadn’t found its way in yet. Until now, that is. After a trip to the Czech Republic and a visit to a beer spa, two young Belgian friends returned home with hydrated skin and a plan to launch the first Belgian beer spa in the heart of Brussels. An ambitious idea we helped shape all the way through, from the naming and branding down to the interior design. During our research, we couldn't help but notice most Czech beer spas are more beer than spa. Darkened and picturesque with a pub vibe. Green or red neon lights included. Not exactly our idea of a soothing wellness experience. Instead, we focused on creating a sense of relaxation and intimacy, but with an undeniable link to what sets Bath & Barley apart: beer, bathing and Belgium’s infamous beer heritage.