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Beckham’s pop up whisky bar

 

Swapping his football boots (and mud…) for a dinner suit (and cocktails…)

Retired football icon David Beckham has promoted his brand of Scotch whisky with a very stylish event… an exclusive pop-up bar in the centre of London’s Hyde Park Corner. Earlier this month Haig Club converted Wellington Arch to an exclusive 1920’s“gentleman’s club” – and floodlit the outside in brilliant blue !

According to Wikipedia Wellington Arch is hollow, with 3 floors usually reserved for exhibitions of the structure’s history and uses… For 7 days in March those spaces were fitted out as a gentleman’s study complete with deep leather armchairs, a crisp-white (and blue) dining room – and of course a whisky cocktail bar…

At night the Arch was lit in brilliant neon blue (just over the back fence of Buckingham Palace Gardens… I wonder what Her Majesty thought of all that…) – surely so the long list of A-grade celebrity guests could find their way into the pop up.The day of the bar’s launch Mr. Beckham described his event in this Daily Mail.co.uk video – his excitement at combining great food with great whisky, sharing it all with family and friends.

This seems a clever use of pop up – taking over an iconic landmark to distinctively brand it for a week or so, whilst providing an air of mystery and exclusivity. The bar (and whisky brand…) received wide media coverage, and many passersby would’ve been intrigued to search the event on-line… just to see what all the colour and activity was about !

 

Haig Club London study     Haig Club London arch

Haig Club London dining     Haig Club London Beckham

images :  Haig Club London at Wellington Arch

 

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