Alcohol-Free Enjoyment Takes Center Stage at the Opening of the Mediacafé at the Thomas More Media Campus in Mechelen

The Mediacafé is the central gathering place at the Thomas More Media Campus in Mechelen, serving as a hub that connects students and lecturers. The space consists of a lounge and bar area where students eat, discuss ideas, give presentations, and gather for various events. The project is part of a practical assignment within the media program.

Students were challenged to organize an event for the opening of the renovated café and to develop a campaign centered on the SUPER 8 beer brand experience. The campaign’s starting point was the question: How do you lower the social barrier without alcohol? The students’ answer: Gen Zero. “We want to show that we can have fun without a drop of alcohol, ” explains student Emma Van den Broeck.

“Co-creation with both students and Thomas More was central to the redesign,” says Gert Van der Vloet, interior architect at Brouwerij Haacht. “The students’ input was part of the curriculum and resulted in authentic Gen Z slogans and sayings. We incorporated these into the concept, and the students also helped decide on the colors used, among other things.”

Trendy hangout in old-school MTV style brings media history to life. The eye-catcher is the unique, trendy media wall behind the Mediacafé’s bar. The interior designers at Brouwerij Haacht opted for a striking, old-school MTV-style concept, featuring bright colors from the ’80s and ’90s.

For the display, they used a colorful assortment of both classic and modern radios and amplifiers. The audio equipment on display includes century-old gems as well as more recent models. The result is an overview of the evolution of technology and audio equipment, which also serves as teaching material.

“Thanks to this co-creation, the students identify even more strongly with this central gathering place than they did before. We regularly see photos of activities at the Mediacafé popping up on social media,” says Van der Vloet. “Students are proud of the space because they helped bring it to life. That makes this project inspiring for everyone—a true win-win.”

Long-Term Partnership with a Local Impact This collaboration is part of a long-term partnership between Haacht Brewery and Thomas More. As a family-owned business, the brewery is committed to supporting local initiatives in the region and fostering sustainable partnerships with organizations in the fields of education and culture.

At the same time, Thomas More Media Campus aims to establish itself as Belgium’s first alcohol-free campus. This aligns perfectly with Haacht Brewery’s ambition to rapidly expand its lineup of alcohol-free beers and, in the near future, offer an alcohol-free version of each of its beers. Within this framework, Haacht Brewery is supporting this initiative with the SUPER 8 brand, including through the alcohol-free variants SUPER 8 Rouge 0.0 and SUPER 8 Flandrien 0.0. The brand targets young beer enthusiasts and Gen Z, and is known for its playful campaigns under the slogan: “SUPER 8, that’s SUPER real!”