SINGAPORE, 22 NOVEMBER 2021 – Proof Creative, the globally acclaimed consultancy arm of Proof & Company, is launching its new brand and identity, and for the first time publicising its 20 Pillar Plan approach to launching world class bars. Developed over 10 years while creating some of Asia’s most famous drinking destinations, this creative framework has proven to be both useful and successful when developing and opening bar concepts. Now, in a spirit of collaboration, Proof Creative is sharing this with the global bar industry. This ongoing advocacy and knowledge-sharing represent what Proof & Company stands for: adding value to our partners, providing expertise to our bar communities, and building trust as Asia Pacific’s leading independent spirit’s company.
The seeds of Proof Creative were planted 10 years ago when co-founders Spencer Forhart and Paul Gabie created Singapore bar 28 HongKong Street. The bar’s success spurred the creation of independent spirits company Proof & Company, which quickly became renowned and respected for providing ad hoc, organic advice to bars, restaurants, clubs, hotels, and individual bartenders. Proof Creative was born in 2014. During the development of Manhattan at The Regent Hotel Singapore, a dedicated team of Spirits Evangelists was recruited as in-house spirits experts, bartenders and beverage creatives. In 2015, Jason Williams took the reins to lead the team through to its current configuration.
28 HongKong Street
Jason Williams, Creative Director at Proof & Company
During the development of Manhattan, a ‘Golden Thread’ mentality was adopted: a holistic approach to working on bar programs, it is an ethos and guiding principle that is still at the core of Proof Creative’s work today. Proof Creative recognised that the guest experience and a bar’s concept are not defined by the drink alone and purposeful, creative thought must be put into all elements of the bar experience to get the best outcome. This was the origin of the 20 Pillar Plan.
There is no scientific formula or algorithm to create a world class bar, but Proof Creative has found their 20 Pillar Plan approach to be the best way to develop venues and guide the allocation of time and resources. This framework has been applied to bars around the world, and encompasses concept, drinks, food, team, service, technology, brand, ecology, ambiance, collateral, layout, interior design and more. Proof Creative uses this framework to weave the ‘Golden Thread’ each aspect of the guest experience.
Union, The Opposite House, Beijing
Although Proof Creative is known for large-scale, luxury hotel openings, its team of consultants across Asia Pacific continue to work with small and medium-sized independent operators on a complimentary ad hoc basis. More than 100 projects of all shapes and sizes have been completed, and Proof Creative’s mission remains the same: to assist bar operators with their concept, their drinks, their team and anything in between.
Below is a small selection of some of the more high-profile projects opened by Proof Creative through the years, with the 20 Pillar Plan framework.
Manhattan, The Regent Singapore (2014)
A 1920s and 1930s-inspired grand New York hotel lobby bar. An immersive, albeit fantasised New York bar experience. The cocktails, food and menus are all themed around New York, situated in a glamorous interior design that evokes The Great Gatsby. With a world first in-venue barrel rickhouse holding the worlds largest cocktail ageing room, Manhattan is one of Proof Creative’s first substantial projects, and the start of a long collaboration between Proof and its owners.
The Pontiac, Hong Kong (2015)
One of the most fun, most inclusive and socially aware bars in Asia. A rock and roll party bar, with a neighbourhood vibe and well-crafted drinks, The Pontiac is a case study of curating an experience, not just a drink. Here, attention to detail was given to the music, the team and the brand. The Pontiac is one of the first projects to come from the Hong Kong-based Proof Creative team.
ATLAS, Singapore (2016)
Probably the most photographed bar in recent years, this is truly a one of a kind. ATLAS, with its dramatic interiors and vast selection of spirits is truly a grand European lobby bar. ATLAS is a celebration of the culinary, beverage and social arts of the art deco era. Proof Creative worked closely with the owners on bringing this family business and legacy to life.
Bar Trigona, Four Seasons Kuala Lumpur (2017)
A contemporary, luxury hotel bar with a golden thread of sustainability and hyper-locality throughout the food, beverage and entire program. Twice awarded Most Sustainable Bar in Asia, the team have a bee hive adoption program, and menus that can be planted to grow leaf vegetables. Proof Creative conceptualised the bar, named the venue and everything in between.
MO Bar, Mandarin Oriental Singapore (2018)
Overlooking Marina Bay, MO Bar has some of the best hospitality in the world — and they have the awards to prove it. The cocktail list is a whimsical yet sophisticated journey of collaboration around Asia, focused on using modern techniques to incorporate local ingredients. Proof Creative worked on this existing global brand but created something unique for South East Asia.
ARGO, Four Seasons Hong Kong (2021)
A luxurious, contemporary neo-classical hotel bar that explores and celebrates the ‘Future of Luxury Drinking’ and contains the ‘World’s Most Innovative Spirits List’. ARGO is a boundary-pushing yet glamorous bar experience that has opened to much acclaim. A long lead time project for Proof Creative, ARGO was an opportunity to create something special with long-term partners, Four Seasons.
A list of Proof Creative’s recent accolades
- World’s 50 Best Bars 2020 × 4
- Asia’s 50 Best Bars 2021 × 8
- World’s Best Cocktail List Winner 2020
- Sustainable Bar Award, Asia Winner, 2020
- Art of Hospitality Award, Asia Winner, 2020
- International Cocktail Bar of the Year Winner, 2014, 2019
- International Hotel Bar of the Year Winner, 2019
- Worlds Best Spirits Selection, 2019
- World’s Best Bar Finalist, 2019 x 2
- Best International Bar Team, 2015
Bobby Carey, Senior Bar Consultant, SEA
Charlie Ainsbury, Senior Bar Consultant, ANZ
Tom Egerton, Senior Creative Consultant, Greater China
Chris Lowder, Senior Bar Consultant
Ethan Liu, Senior Bar Consultant
Mimi Lorandova, Senior Bar Consultant
At the heart of our award-winning consultancy is the talented individuals that have done the work: the concept development, the cocktail lists, the training, putting together playlists, designing uniforms, and putting together P&Ls. We’ve been fortunate to have some amazing people work with us.
In the spirit of collaboration, you can now read and adopt the 20 Pillar Plan approach for yourself — click here to view it in full.
For further discussion, advice, or inquiries regarding what we do, send Proof Creative an email at proofcreative@proofandcompany.com