This Beer Bar Embodies the Spirit of the Beach in the Heart of the City

By: Jana Pijak - Apr 12, 2017
References: rockawaybrewco & gothamist
Rockaway Brewing Company's Playa NYC beach bar was a brand activation built in the heart of the busy city. The pop-up featured beach-inspired patio chairs, umbrellas and rustic barrels which doubled as the establishment's appropriately themed decor accents.

In addition to its themed decor, the urban beach bar was also accented with 140 cubic yards of real sand that was dispersed around a 5000 square foot lot. While New York is a city abundant with pop-up shops and interactive brand activations, its urban landscape is seldom home to sand and beach-themed experiences of this kind.

Rockaway Brewing Company's pop-up beer bar was a memorable experience for visitors and was geared toward a Millennial audience seeking a mini break from their hectic, daily routines.