VB Pop-Up Pub

E2 and Droga 5 collaborated to design the world’s first Pop-Up Pub for VB, part of a promotional campaign in which the brewery gave one away every day for 75 days over summer. The durable, portable pub was launched to change the perceptions of the brand, and was engineered for indoor and outdoor use. Fabricated from two sturdy carry cases containing nine pieces, the 2.5 metre-tall pop-up features a steel frame, timber counter, canvas sun-shade and illuminated sign that will last summer after summer.