VB: Pop-Up Pub

Beer tastes better when you're in your own pub.

Published on Nov 30, 2009

Editor's Pick

Droga5 Sydney enlisted E2 industrial designer Alex Ritchie to create 450 pop up pub giveaways for VB fans. The pubs are the real deal, standing 2.5 meters tall and 1.6 meters wide, equipped with a wooden countertop, a canvas sun shade and a VB sign. They're also designed to be set up in under a minute.

According Droga5 co-CD Matty Burton, the agency intentionally steered away from gimmicky giveaways and wanted to create substantial pieces with lust-value which is why they brought in designer Ritchie, formerly of Imagination U.K. and one of the masterminds behind London's Millenium Dome, Dublin's Guinness Storehouse and Disneyland Paris.

The pubs will be available from December 1 and will be given away to lucky VB drinkers who upload a photo of their own "knock-up" home pub on the VB Facebook page.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Nov 30, 2009
Droga5 Sydney
Executive Creative Director:
David Nobay
Creative Director:
Cam Blackley
Creative Director:
Matty Burton
Alex Ritchie

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.