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Proof Creative of Proof & Company launches its renowned 20 pillar plan online

Author: Tatiana Rokou / Date: Tue, 01/11/2022 - 09:33

Available through the Proof Creative website, the 20 Pillar Plan is designed as a holistic guide to opening and launching a bar.

Proof Creative, the bar and beverage consultancy arm of Proof & Company, has launched its 20 Pillar Plan as an invaluable online resource. Available through the Proof Creative website, the 20 Pillar Plan is designed as a holistic guide to opening and launching a bar. A culmination of the team’s combined 100+ years running some of Asia Pacific’s most-awarded bars, Proof Creative has launched more than 100 bar projects since its inception in 2014. Its decision to share this plan with bartenders, owners and operators across the world is driven by Proof Creative’s modus operandi of providing expertise, support and working in a spirit of collaboration; particularly as the global bar industry navigates new challenges and looks to find its feet again following the pandemic.

The 20 Pillar Plan is a framework which looks at all layers of the guest experience, designed to help with overall venue development it also helps guide the pre-opening allocation of time and resources. When followed, it helps firm up the narrative of a bar, something which Proof Creative refers to as the ‘Golden Thread’ which should be woven through all pillars to create a cohesive and compelling bar experience. As well as a planning tool it can also be helpful in binding all stakeholders to a singular vision of what a venue should be.

The Pillars are all labelled on a case-by-case basis in terms of priority from 1-3. Those labelled Priority 1 are the areas which should receive the lion’s share of available time and resources, Priority 2 should be executed to a respectable international standard but are not predicted to be as critical to the venue’s success, whilst Priority 3 should be on-concept and executed with care but are expected to have less of an impact on the ultimate outcome. Pillars range from the more obvious and exciting – including Concept, Drinks, Food, Music – through to those which might be overlooked including Operating Supplies & Equipment, Technology and Financial.

Jason Williams, Creative Director of Proof & Company who heads up Proof Creative, comments, “There is no scientific formula or mathematical equation to creating and launching a great bar, but the 20 Pillar Plan is something we have come up with to best stay on track, avoid concept drift and create a bar concept to which magic can then be added. Bars often have the ideas and the raw talent, but certain aspects can be overlooked, even in the seemingly dry pillars lies opportunity to be creative and make decisions to further the concept and narrative. We hope this will be a useful tool for those in the industry, to help make better decisions and breed creativity whilst sticking to a brief.


Tatiana Rokou


Tatiana is the news co-ordinator for TravelDailyNews Media Network (, and Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.