# Urban Beach Bar Pop-Ups This Beer Bar Embodies the Spirit of the Beach in the Heart of the City By Jana Pijak | Published 2017-04-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/beach-bar References: [gothamist](http://gothamist.com/2016/04/19/an_urban_beach_beer_bar_is_coming_t.php) & [rockawaybrewco](http://rockawaybrewco.com/) [Rockaway Brewing Company's](https://www.trendhunter.com/trends/rockaway-soda) 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](https://www.trendhunter.com/trends/cheoreom-x-krush-somaek), its urban landscape is seldom home to sand and beach-themed experiences of this kind. Rockaway Brewing Company's [pop-up beer bar](https://www.trendhunter.com/trends/makers-mark-bourbon) was a memorable experience for visitors and was geared toward a Millennial audience seeking a mini break from their hectic, daily routines. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 42% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Urban Beach Pop-ups:** Creating pop-up beach experiences in urban areas using sand and beach-inspired decor. - **Branded Installations:** Creating branded activations that embody a lifestyle and provide a memorable experience for attendees. - **Millennial Event Experiences:** Creating events and experiences that cater to the millennial audience's need for unique and photogenic activities. ### Industries Being Reshaped - **Beverage:** Millennial-focused beverage companies can create memorable brand activations using themed decor and experiential activations. - **Hospitality:** Hotels and resorts can create beach-themed activations and installations in urban areas to attract millennial travelers. - **Event Planning:** Event planners can create unique and memorable experiences for clients by incorporating sand and beach-themed decor in urban settings. ## Related on Trend Hunter - [Bodega Pop-Up Experiences](https://www.trendhunter.com/trends/taste-the-aloha-experience.md) - [Beautifying Beach Club Pop-Ups](https://www.trendhunter.com/trends/covent-garden-popup.md) - [Nostalgic Branded Pop-Up Events](https://www.trendhunter.com/trends/new-york-city-popup-event.md) - [Amalfi Coast-Inspired Pop-Ups](https://www.trendhunter.com/trends/beach-club-activation.md) - [Branded Interactive Parks](https://www.trendhunter.com/trends/birkenfields.md) - [Multi-Sensory Pop-Up Galleries](https://www.trendhunter.com/trends/popup-gallery.md) - [Festive Irish-Inspired Pop-Ups](https://www.trendhunter.com/trends/irishinspired-popup.md) - [Summer Patio Pop-Ups](https://www.trendhunter.com/trends/sol-patio.md) - [Stylish Soda Pop-Ups](https://www.trendhunter.com/trends/poppi-world.md)