这位创业者只有24岁，他想让人们在夏天喝啤酒更痛快

炎炎夏日，还有什么事情是比跟朋友在户外喝一杯啤酒更爽的？为了让酒友们喝得尽兴，美国的一位24岁的创业者也是操碎了心。这位名叫加布里埃尔·莫雷洛的创业者与合伙人泰吉·施瓦茨共同创办了一家“布鲁克林啤酒花园”（Brooklyn Beer Garden），希望通过街头艺术画廊与精酿啤酒屋的结合，重新定义当代的露天啤酒馆。在他们看来，不是每一家户外或屋顶的馆子都有资格叫“啤酒花园”。

说到艺术，很多商家都请了画家在墙上画壁画，以营造出一种很“潮”的感觉。布鲁克林啤酒花园和它们有什么不一样？大概是创作的自由度。布鲁克林啤酒花园可以说是由一群艺术家从无到有地创造出来的，而且他们在创作中也被赋予了充分的自由。

建造

第一家布鲁克林啤酒花园坐落在布鲁克林布什威克区的一个被遗忘的角落，这里是一个工业街区，但也是一个艺术街区。今年只有24岁的创始人莫雷洛回忆道：“布鲁克林啤酒花园使用的主要材料是托盘。我们整整花了四个月的时间，用我们的双手建造出了这个地方，这个过程中有血、有汗也有泪水。酒吧的建造结束后，艺术家们就进来了。从一个艺术家到五个，再到二十个，可以说我们有机地建立了一个社区。”

The joy of drinking beer outside amongst friends is well documented, but a 24-year old entrepreneur and his partner have found a new way to liven up a celebrated drinking tradition. Gabriele Maurello, who along with partner Tyagi Schwartz co-founded Brooklyn Beer Garden, is banking that this hybrid street art gallery and craft beer garden can help rethink the modern biergarten concept, which has become synonymous with any outdoor patio or rooftop in recent years.

So what makes Brooklyn Beer Garden unique from the venues that hire artists to paint custom murals in an attempt to create an “in” with the neighborhood? Perhaps it’s the narrative that something was literally created out of nothing by a community of artists who were given the creative freedom to follow their own vision.

The Build Out

The first Brooklyn Beer Garden resides in a forgotten lot within the industrial but artistic neighborhood of Bushwick, Brooklyn. “The main material used in Brooklyn Beer Garden are pallets. We literally built the place ourselves, blood, sweat, and tears over the course of 4 months. Once the buildout of the bar was complete, the artists began to come in. From one artist, to five, to 20, we organically created a community,” describes co-founder Maurello, who at the age of 24 has jumped right into the role of co-owner.

让客人在喝酒之余买几幅画带回家，这个想法自然是极好的，前提是你得先把客人吸引过来。为了获得大众的关注，莫雷洛也充分发挥了他在一个餐馆业家庭中长大的优势。

家庭很重要

“我的整个童年就是在父亲的意大利餐厅里度过的。”莫雷洛回忆道：“从削胡萝卜到帮厨，我学到了很多东西，不过小时候父亲最常教导我的就是：‘不要停止学习如何学习。’”

莫雷洛的这次创业，离不开他的合作人泰吉·施瓦茨的帮扶。施瓦茨是一位经验丰富的娱乐圈人士，在他的帮助下，莫雷洛的愿景才得以变成现在的布鲁克林啤酒花园。除了布什威克区的总店，布鲁克林啤酒花园在今年夏天还开到了威廉河谷酒店（The William Vale Hotel），今年下半年，它还将再次在迈阿密的巴塞尔艺术展上亮相。

However, building an art gallery where guests can purchase artwork while mingling over craft beer only works if you can get people to visit. To gain the attention of the crowd, Maurello relied on his upbringing growing up in a restaurant family.

Family Matters

“My entire childhood consisted of being next to my father in his Italian restaurants,” Maurello recalls. “From peeling carrots in the kitchen to being a busboy, I learned the ins and outs, but one thing my father always told me as a kid was ‘don't stop learning how to learn.’”

One of the first moves Maurello made in his career was teaming with Tyagi Schwartz, an experienced entertainment professional who helped Maurello execute the vision that ultimately became Brooklyn Beer Garden. The concept has already branched out of its Bushwick headquarters with a residency at The William Vale Hotel this summer, and is also appearing at events like Art Basel inMiami, where Brooklyn Beer Garden plans to visit for the second time later this year.

虽然很多企业家都喜欢融入一些街头艺术的风格，但让艺术家掌握充分的创作自由，从零建造一个啤酒花园，同时兼做画廊，这个点子绝对是百分之百的原创。威廉河谷酒店的总经理大卫·莱蒙德表示：“将本地的街头艺术家介绍给我们的客人，给予他们一个购买当地艺术品和体验布鲁克林的各种精酿啤酒、红酒的机会，这很好地拓展了我们对酒店客人的服务，同时也服务了本地社会。”作为一家豪华酒店，威廉河谷酒店有安德鲁·卡尔梅利尼掌厨的餐厅、能够俯瞰曼哈顿美景的屋顶酒廊，还有大厨威利·杜德兰执掌的甜甜圈咖啡馆。但即便与它们相比，布鲁克林啤酒花园的风情也毫不逊色。

对艺术家们来说，这个场所也是一个安全的避风港，可以让他们逃避在别人房子上涂鸦容易引来的法律问题，以及一些艺术圈内部的龃龉。当地有些知名的街头艺术家，如SacSix和伊莎贝拉·尤文等都在利用这个平台展示他们的才华和卖画。在迈阿密出生的街头艺术家SacSix表示：“即使是最好的街头艺术画廊，也只选择和收藏前5%的街头艺术家的作品。也就是说，还有大量才华横溢的街头艺术家无人问津。而布鲁克林啤酒花园接纳了这些街头艺术家，并且欢迎他们加入自己的艺术大家庭。” SacSix还与阿迪达斯开展过合作。

Though incorporating street art into their space is a trend many business owners have taken advantage of, the idea that artists had the creative freedom to design a beer garden from the ground up that doubles as a gallery is certified original.“Introducing local street artists to our guests, providing them with a marketplace to purchase art and experience a variety of Brooklyn brewed beers and wines is an excellent extension of the kind of programming we create for the hotel guests and the neighborhood all the time, “ says David Lemmond, the general manager at The William Vale Hotel. The luxury hotel includes a restaurant from chef Andrew Carmellini, a rooftop lounge with skyline views of Manhattan, and a donut cafe from chef Wylie Dufresne, all of which puts Brooklyn Beer Garden indistinguished company.

For the artists, the venue is a safe haven for escaping the usual legalities of decorating someone else’s property, not to mention the typical politics of the art world. Street artists like SacSix and Isabelle Ewing have used the event platform to showcase their talents and sell their artwork. “Even the best street art galleries select and represent only the top 5% of street artists. That leaves a lot of other talented artists out in the cold. The Brooklyn Beer Garden has embraced these street artists and have welcomed them into their art family,” says Miami-born artist SacSix, whose work includes collaborations with Adidas.

正是这种社区意识，使得布鲁克林啤酒花园有别于这个城市的无数个酒吧。虽然用艺术来招徕客人并不是什么新鲜事，不过在一些艺术家看来，大多数餐厅和酒吧在这方面做得并不好。布鲁克林的壁画家伊莎贝拉·尤文认为：“很多餐馆和酒吧只是弄几幅画挂在墙上，并没有考虑它们的美学价值。他们对艺术的支持虽然值得称赞，但这样不仅会让商家的生意显得很差，还会让艺术品也跟着贬值。”大多数餐厅都将多数资源投入到了餐食和饮品里，但是就餐环境的视觉美学，对总体用餐体验也有着举足轻重的影响。

美不美，酒友说了算

布鲁克林啤酒花园的独特之处，不仅仅在于店里的街头艺术作品。要想招徕酒客，酒水的选择也是十分重要的。布鲁克林本地的精酿作坊不少，Six point和Five borough的啤酒、Brooklyn CiderHouse的苹果酒、Red Hook Winery的红酒，都很值得外地客人品尝。最近罐装鸡尾酒火了起来，布鲁克林啤酒花园还与All-Wise Meadery公司合作研发了一款名叫“布鲁克林骡子”的罐装鸡尾酒。

虽然这个理念在布鲁克林的文艺青年中很受欢迎，但要想将它推广到其他城市，却可能会面临不少挑战。在波士顿，夏季啤酒花园的流行，已经让他们与普通餐厅老板产生了不少摩擦，该州甚至正在考虑通过立法，限制向啤酒花园经营者发放的许可证数量。另外，像其他露天啤酒屋一样，布鲁克林啤酒花园也得寻找新的方法取悦顾客。这也是为什么布鲁克林啤酒花园特别注重培养艺术家们的忠诚度。尤文表示：“我很多年前为自己设定的职业目标之所以能够实现，还得感谢他们，比如参加布什威克集体艺术展，参加迈阿密巴塞尔艺术展，在全市各地画壁画等等。”总之，要想做一个供人消遣的地方，有时合作能绘出更美的图画。（财富中文网）

译者：朴成奎

It’s this sense of community that differentiates Brooklyn Beer Garden from the city’s countless options. Though using art to attract guests is not new, from some artists perspective, most restaurants and bars don’t do a great job. “A lot of restaurants and bars just slap up art on the walls not putting into consideration their aesthetic. Kudos to them for supporting the arts but when they do this it can not only make the business look bad, but can cheapen the artwork and or take away from the work,” says Brooklyn-based muralist Isabelle Ewing. While it’s understandable that most restaurants would put their resources into food and drink, the visual aesthetic of a dining room plays a crucial role in the overall dining experience.

Beauty Is in the Eye of the Beer Holder

However, it’s not just the imagery that makes Brooklyn Beer Garden unique. The selection of beverages are just as important when thinking of ways to stimulate the crowd. In Brooklyn, local craft breweries like Six point and Five Boroughs, along with cider from Brooklyn CiderHouse and wine from Red Hook Winery,are all available to help guests unwind. Brooklyn Beer Garden even found a way to take advantage of the canned cocktail trend with its very own drink in partnership with All-Wise Meaderycalled “The Brooklyn Mule.”

While the concept has proven popular with Brooklyn’s artistic crowd, growing the concept to other cities may prove challenging. In Boston, the popularity of summer beer gardens has caused friction with restaurant owners to the point where state legislature is considering limiting the number of permits issued to beer garden operators. Like most venues, Brooklyn Beer Garden will have to find creative ways to keep the crowd entertained, which is why putting the focus on building loyalty with artists above all else should come in handy. “A lot of career goals that I had set for myself years ago were accomplished thanks to them, like becoming a part of the Bushwick Collective, showing at Art Basel Miami, painting murals all over the city, the list goes on,” says Ewing. When it comes to where people choose to hang out, sometimes collaboration paints a prettier picture.