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.