Grums
The opportunity
How can a Copenhagen wine bar become culture?
Natural-wine bars can easily look alike. I wanted to explore how an imagined bar in Vesterbro could give people a reason to take part, rather than simply admire the room.
- The idea
- Grums means sediment in Danish. I liked that the name celebrates something usually removed. I took that attitude beyond wine: into a running club, things people could wear and carry, and a more experimental fashion direction.
- Why it fits
- The running club would give people a recurring reason to meet. Clothing and imagery would carry the identity beyond the bar. Together, they make it something people can join, wear and recognise.
- How far I took it
- I explored the identity through films, posters, a running-club concept, merchandise, fashion imagery and this interactive case.
- What I made
- I developed the concept, name and art direction, designed the campaign applications, and built the motion and this site. The case combines supplied films with AI-assisted imagery.
Self-initiated concept for an imagined wine bar in Vesterbro.
01 / The bar
It starts with a glass.
I wanted Grums to feel warm, familiar and a little untidy. The wine pour, soft serif and sediment colours gave me somewhere to start. I imagined how that would feel at a table, on the street and on something you take home.
02 / Grums løbeklub
A reason to meet before the first glass.
I imagined a running club for people who like the company as much as the run. A loop through the neighbourhood, then back to the bar. I wanted the pictures to feel like a warm, slightly faded memory of being out with friends.
Løb lidt.
Bliv lidt.
Et glas sammen bagefter.grums
03 / Merchandise
Take a little of the bar with you.
A hypothetical GRUMS × Henrik Vibskov collaboration. Four original clothing studies in wine residue, slub linen, open knit and translucent pleats. Take one off the rail and look closer.
Click a piece to look closer.Tap a piece to choose.
Tap again to look closer.
Lees jacket
Lees / Olive-brown
04 / Fashion
What if you could wear the wine?
I took the sediment into clothing: fluid shapes, foam and translucent surfaces. It let me push the same idea further, from an ordinary glass at the bar to an exaggerated fashion image.
Under the hood
Measured 18 October 2026, Chrome on a MacBook Pro
- Triangles a frame
- 7,880
- The heaviest frame, every pass counted, in 15 draw calls. WebGL2.
- Download
- 15.8 MB
- 1.6 MB to open the page, 7.2 MB on a phone.
- Slow phone
- 60 fps
- 95 % of frames under 16.7 ms, on a phone screen with the CPU slowed four times.
- If 3D can't run
- A photo of each piece on the rail. The picker, sizes and Look closer still work.
Outtakes
What I tried and dropped, and why.
29 Sep
Wine poured as you scroll
It showed wine, not a bar. The case was rebuilt around the bar, a running club and clothes.
4 Oct
The first couture plate
The whole frame was regenerated to fix one face and lost its fine detail. The final edits the head alone.