What to drink now: Amstel Bier

To launch the first national Neighbours’ Week (17-23 June 2019),  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 14th 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 4 in 10 feel connected to their local community*.

 

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.

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. 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 encourages you to celebrate Neighbours’ Week at your local.

 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.

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