Open until Thursday (18 December) at Windrush Square, the bar will serve cold draft and bottled Coors Light alongside branded cocktails at temperatures of minus five degrees. Guest will be lent a thermal cape and gloves on entry to the pop-up, and will be allowed to stay for 30 minutes.
Once inside, visitors will be able to explore the après ski-style interiors, featuring pinewood walls, cosy sofas and mounted fake deer heads. The pop-up also includes ice-carved furniture, a Twitter wall, an iced handprint wall and a life-sized snow angel perfect for photo opportunities.
Produced by agency Life, the bar will utilise radio frequency identification technology (RFID). Guests will be supplied with intelligent wristbands that can be pre-loaded with funds for beer or topped up at the venue. The tech will also allow visitors to upload content from the experience automatically to social media.
The activation will kick off with a party for winners of the brand’s recent on-pack competition, which will culminate in a private gig from Rudimental. Following its London debut, the Coors Light Ice Bar will head to Manchester for a week-long schedule of events from 13 March 2015.
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