Triple Bolt Gazette

A few years back when I was with Sailor Jerry, we exhibited at the Bread and Butter trade show in Berlin. Part of the brands success and growth came from the way we simply just told the story of Norman “Sailor Jerry” Collins. No huge adds, no big marketing budget. Just a great story, a quality product, and the conviction to stand behind it.

At this particular trade show, we built a retro old school office similar to what Norman would have had in his office. We made that the focus. What would the world that Norman created in look and feel like? What was his reference and starting point for his art? His words in the typewriter. His art on the walls and clothing. We wanted people to walk in and be able to understand our vision and aesthetic with out having to say a word, not matter what language they spoke.

A great additional story about this booth was the bar. My good friend was helping me source some of the items for the booth locally in Berlin before I was able to get over there to finalizes the booth with her. I can not recall the way she came across the bar, but it has a GREAT STORY! Apparently during the time of the wall, the gentleman who built it wanted to have a little home bar like he saw in the movies but knew he would never be able to afford it. So he built one out of bits and pieces of contraband and smuggled material from the West. The top, the legs, the shelves behind the bar, all sourced from parts of other furniture. We wanted to honor the old timer and his ingenuity so we asked him for a photo to frame and display on the bar so we could honor his hard work and creativity. We loved having him be a part of our week!