A Spring-Fed Beer Brand Born on 120 Acres of Catskill Mountain Magic

Upward Brewing Company

Upward Brewing Company
Introduction

Where the spring water flows a brand grows

A rare parcel of property was perfectly positioned for the creation of a beer brand that pays homage to the lands that gives it life.  Upward Brewing Company is nestled adjacent the quaint hamlet of Livingston Manor – a short walk, yet wonderfully isolated.

60hellow world

Perfectly remote... yet

60hellow world

A Stone's Throw from Town

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85hellow world

Stark Structure

When I first saw the dark, imposing facade of the building, I knew it had to have wonderfully warm interiors draped in the comfort of canvas.

60hellow world
85hellow world

Vasco Loves...

Lounging in burnt-yellow Percival Lafer vintage furniture.  The wall art is a custom illustration print I designed as a finishing touch.  It is a play on the international SRM scale – where each number and respective color represents a type of beer.

60hellow world
85hellow world

Bavarian By Way of Catskill Bauhaus Chalet

The soaring double vaulted interior gave an opportunity to create a giant luxury safari-like tent – only not African but inspired by the life and color of the Catskill forest.  Bavarian millwork finishes combine with color dynamics reminiscent bauhaus design era. 

60hellow world

Mandatory Mahogany

Who doesn’t love Mahogany?  For this project it was a the most important material, and essential to thread the concept together.  Fate would have it, one craigslist search found and add for recently disassembled 1,500 sqft solid Mahogany deck in need of a home.  We rented a cargo van and stuffed it with a treasure chest of solid Mahogany, for about 5% of the standard retail price.

43hellow world

Meaningful Materials

The random assortment of 4×4’s, deck planks, 2 x 8’s and spindles allowed for a truly free-style fabrication:  Using what you have and figuring it out as you go. There was no predestined place for any one piece  – an artisan’s delight!

60hellow world
35hellow world

Backside Beauty

I chose to showcase the underside of the mahogany planks.  The deck was constructed with the boards running 45° to the support joists, and held down by metal straps.  After twenty years of New Jersey weather, this created slanted rust marks,  which added a fun randomness, and makes clear the wood is reclaimed.

60hellow world

Love for Lights

35hellow world
35hellow world

Flower the Canvas

I wanted large light fixtures to be the dominate pops of color hanging down from the ceiling canvas.  I found an existing fixture that had an interesting petal shaped frame and instantly had a vision of what I wanted.  I used teak slat bath mats, DIY lampshade and sourced fabric to create the 8 chandeliers that illuminate the large space.  The flower they illuminate on the ceiling came out more beautiful than I could have imagined – and add perfect hint of femininity to the atmosphere.

35hellow world
85hellow world
85hellow world

Naturally Refreshing

52hellow world
Introduction

Where the spring water flows a brand grows

A rare parcel of property was perfectly positioned for the creation of a beer brand that pays homage to the lands that gives it life.  Upward Brewing Company is nestled adjacent the quaint hamlet of Livingston Manor – a short walk, yet wonderfully isolated.

Perfectly remote... yet

A Stone's Throw from Town

Stark Structure

When I first saw the dark, imposing facade of the building, I knew it had to have wonderfully warm interiors draped in the comfort of canvas.

Vasco Loves...

Lounging in burnt-yellow Percival Lafer vintage furniture.  The wall art is a custom illustration print I designed as a finishing touch.  It is a play on the international SRM scale – where each number and respective color represents a type of beer.

Bavarian By Way of Catskill Bauhaus Chalet

The soaring double vaulted interior gave an opportunity to create a giant luxury safari-like tent – only not African but inspired by the life and color of the Catskill forest.  Bavarian millwork finishes combine with color dynamics reminiscent bauhaus design era. 

Mandatory Mahogany

Who doesn’t love Mahogany?  For this project it was a the most important material, and essential to thread the concept together.  Fate would have it, one craigslist search found and add for recently disassembled 1,500 sqft solid Mahogany deck in need of a home.  We rented a cargo van and stuffed it with a treasure chest of solid Mahogany, for about 5% of the standard retail price.

Meaningful Materials

The random assortment of 4×4’s, deck planks, 2 x 8’s and spindles allowed for a truly free-style fabrication:  Using what you have and figuring it out as you go. There was no predestined place for any one piece  – an artisan’s delight!

Backside Beauty

I chose to showcase the underside of the mahogany planks.  The deck was constructed with the boards running 45° to the support joists, and held down by metal straps.  After twenty years of New Jersey weather, this created slanted rust marks,  which added a fun randomness, and makes clear the wood is reclaimed.

Love for Lights

Flower the Canvas

I wanted large light fixtures to be the dominate pops of color hanging down from the ceiling canvas.  I found an existing fixture that had an interesting petal shaped frame and instantly had a vision of what I wanted.  I used teak slat bath mats, DIY lampshade and sourced fabric to create the 8 chandeliers that illuminate the large space.  The flower they illuminate on the ceiling came out more beautiful than I could have imagined – and add perfect hint of femininity to the atmosphere.

Naturally Refreshing

Upward Brewing Company