Amstel creates instant pub to kick off Neighbours’ Week campaign

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by Mark Johnson

Global beer brand Amstel, has set up an instant pub in the shadow of London’s Tower Bridge to kick off its first ever national Neighbours' Week campaign.

Amstel has created a first-of-its-kind pub constructed entirely of everyday garden fences, using the barriers that usually keep neighbours apart to instead bring them together.

The pub aptly named The Open Arms, welcomes Londoners on Friday 14 June, to kick off the Neighbours’ Week national awareness campaign after finding that over half of Brits don’t know their neighbour’s name and only four in ten feel connected to their local community. 

Get to know the neighbours

The study, conducted in collaboration with OnePoll, shed a light on the number of people who don’t know their neighbours in the UK, they also found that:

  • Only 5% of people feel very close to their neighbour
  • More than 70% wouldn’t invite a neighbour over for a party
  • 31% of people don’t know what their neighbours look like
  • 46% of people think if they had a better relationship with their neighbours there would be a better sense of community
  • Out of the 12 regions surveyed in the UK, Londoners felt the most distant from their neighbours
  • Nearly half of people agree that more events at pubs would make it easier for them to socialise with their neighbours

The Open Arms, designed by Dutch architect Denis Oudendijk, was created as a symbol of togetherness and encourages neighbours across the country to get to know one another at their local during Neighbours’ Week. 

Love the pub

With thousands of pubs at the heart of communities, and a natural space for bringing people together,Neighbours’ Week means that you no longer need to wait for the next street party to connect with your neighbour, the company said.

Fancy a pint?: Amstel wants neighbours to head down the pub.

Whether that’s joining in a knees-up, breaking the ice at comedy night, quizzing each other at games’ evening, hosting live performances, or simply sharing a bier – Amstel is encouraging neighbours to celebrate Neighbours’ Week at their local.

“Our research found that people in the UK don’t really know their neighbours because they’re often too busy or conscious of being intrusive, despite sharing the same local community”, said Nic Casby, Brand Director, at Amstel. 

“These divides are not deliberate but just ‘the way things are’. At Amstel, we’ve always valued friendship and the power of connecting with people, so we want to create a nationwide campaign that encourages to come together – and where better than the great British pub!”

Breaking down the fences

Dutch architect Denis Oudendijk said: “At REFUNC, we’re all about reconnecting people and materials, so when Amstel came to me with this opportunity I wanted to explore existing everyday materials that link neighbours together. 

“With everyday garden fences acting as a barrier between two houses, I thought what better way than to repurpose these and bring people together.”

As an official partner of London’s Festival of Architecture that runs throughout June, The Open Arms responds to this year’s theme of ‘boundaries’. 

Amstel, a brand that champions bringing people together, has designed a space that uses an everyday garden item that normally divides us, to bring us together.

The nationwide campaign supports Amstel’s latest advert ‘Bridges on Bridges’ which launched on 3 May. The advert sees Hollywood legend, Jeff Bridges become a human bridge to encourage people to come together and connect over a 'bier'.

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