The temporary outlet, located on Drury Lane in Covent Garden, London, was initially opened to mark the Fifa World Cup tournament, which came to a close last Sunday (13 July).
The brand wanted to give its consumers a place to enjoy the international sporting event, and in response designed the pink pub to offer guests an environment to watch the football matches, as well as enjoy cocktails and entertainment and have mini makeovers.
Boutique PR agency Devries Slam, which was appointed in February to work on Benefit's brand activations throughout 2014, has worked alongside creative production company The Persuaders to transform the space. Staffing agency Hel’s Angels has provided staff to work in the pop-up pub.
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