report from london: bringing the beach to town

07/31/2006 08:39:00 AM
With Londoners sweltering in the excessive summer heat, it seems appropriate to bring the beach to the city.

That's exactly what the City Beach Club has done, importing tons of Jamaican sand to create a London beach club.The club is located close to the heart of the City in Shoreditch, so it attracts a mix of "city" and the trendy creative types. Not surprisingly, Red Stripe sponsors the whole thing.

At the moment, these seasonal bars seem fairly organic and free form like this Beach Bar, the informal Beer Gardens in New York and there's another beach bar over in Hamburg, Germany.

It's possible themed seasonal bars could be the brewers equivalent of the pop-up store. There could be more ideas, beyond beach, based around the temporary and seasonal theme.

Perhaps Coors will sponsor an ice bar this winter?
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