# Beer-Themed Fashion Pop-Ups Palace Teams Up with Stella Artois to Open 'Palace Artois' Pubs By Niko Pajkovic | Published 2021-08-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/palace-artois-pubs References: [hypebeast](https://hypebeast.com/2021/8/palace-artois-stella-pub-london-new-york-blue-posts-vig-bar) & [stellaartois](http://stellaartois.com) London-based skateboard and clothing company Palace has once again joined forces with Belgium beer brand [Stella Artois](https://www.trendhunter.com/trends/palace-and-stella-artois) to launch all-new '[Palace Arois'](https://www.trendhunter.com/trends/vivienne-westwood-and-palace) pubs in London and New York. The collaboration sees the brands working together to transform two famous pubs -- London's 'Blue Post' and New York's 'Vig Bar' -- into special edition bar spaces to promote a new Stella Artois x Palace collaboration, which includes a unique range of "barware" items and apparel. Some notable pieces from the collection include New York and London-themed varsity jackets, baseball caps featuring the new '[Palace Artois'](https://www.trendhunter.com/trends/palace-and-barbour) logo, and a tote bag designed for transporting beer. This one-of-a-kind effort marks the second time these two companies have collaborated on a clothing collection. Image Credit: Palace ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 85% | Activity: 80% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Fashion X Alcohol Collaborations:** Fashion and alcohol brands collaborate to create limited edition collections and pop-up bars to attract new customers and increase brand exposure. - **Pop-up Bars and Restaurants:** Collaborations between clothing and alcohol brands result in the creation of temporary bars and restaurants, generating buzz and attracting customers. - **Brand Merchandise Expansion:** Fashion and alcohol brands collaborate to create unique merchandise, like 'barware' and apparel, to expand their product lines and increase revenue streams. ### Where This Applies - **Fashion Industry:** Fashion brands collaborate with alcohol companies to co-create and launch limited edition collections and merchandise. - **Alcohol Industry:** Alcohol companies partner with fashion brands to develop pop-up bars and restaurants to attract new customers and promote their products. - **Retail Industry:** Retailers partner with alcohol and fashion brands to host pop-up events that drive foot traffic and increase sales revenue. ## Related on Trend Hunter - [Sporty Collaborative Streetwear Capsules](https://www.trendhunter.com/trends/palace-and-stella-artois.md) - [Cup-Stealing Clothing Collections](https://www.trendhunter.com/trends/steal-artois.md) - [Winter-Ready Collaborative Streetwear](https://www.trendhunter.com/trends/palace-and-barbour.md) - [Collaborative Fashion-Centric Capsules](https://www.trendhunter.com/trends/vivienne-westwood-and-palace.md) - [Football Culture-Inspired Athletic Collaborations](https://www.trendhunter.com/trends/palace-and-nike.md) - [Classic Bottle-Cap-Inspired Footwear](https://www.trendhunter.com/trends/dr-martens-x-palace.md) - [Co-Branded Beer Apparel](https://www.trendhunter.com/trends/thisisneverthat-5.md) - [Beer Brand-Supported Fashion Shows](https://www.trendhunter.com/trends/fashion-art-toronto1.md) - [Retro Tennis Collaboration](https://www.trendhunter.com/trends/palace-x-fred-perry.md)