conceptual art meets malt beer

Armed with a tongue-in-cheek humour and a sleek storefront, AMLT plays on the word ‘malt’, the base ingredient for brewing beer and is the acronym of ‘ang moh liang teh’, a Singaporean-Chinese slang for beer that directly translates to “Caucasian herbal tea”. To complete the look and to draw attention to the space, a neon sign inspired by Chinese name seals was commissioned and hung right behind the bar, emphasising on the branding of AMLT and its local heritage.

The logo of AMLT evokes images of water with its strong, dark zigzag design and in the context of the brand’s beer business, it is an invitation for existing and potential customers to join them in the “beer pool” for a quick “swim”, or rather, a quick drink of a pint of beer.

Reiterating the imagery of a pool is the interior that is made up of high gloss darkening cement flooring coupled with glossy black mosaic tiles that is almost water-like, and a custom made cement cast countertop to allow the bar to stand out from the typical industrial-styled bar that is so commonly seen throughout the island. It also allows the pints of beer resting on the counter to stand out as they contrast against the grey countertop. Not just as a means to attract attention, the interior also meant to be a subtle nod to modern swimming pools with the black representing the pool itself and to pique the interest of passersby while the hanging lightbulbs symbolise the foam that tops the the beer, as though they were part of an art installation by a highly coveted artist.

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AMLT

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beer

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