Together with HMS I worked to elevate the brand positioning and story telling of the existing 40 degrees bar, to transform it in replicable brand in multiple airports around the world. At its core, 40° Bar & Brewery combines the best of the modern-day travelers’ spirit with the comforting space of a downtown bar. The name derives from the latitude of the airport where it is situated. It expresses a brand vision of connecting passengers from all over the world, coming together to sip the perfect pint.