To show off its natural ingredient list, beer brand Hoegaarden launched a literal pop-up beer garden that floats in the canals of London. The 'Floating Gaarden' is designed as a multi-sensory experience that draws fans of the beer into the essence of the product by showcasing the natural ingredients that set it apart from others on the market.
To enhance the experience of enjoying beer on the pop-up garden, consumers will be able to enjoy unique sounds Hoegaarden created in collaboration with Sound And Meaning and Oxford Universities. The brand intends for the multi-sensory pop-up beer garden "to take immersion to the next level."
When the barge is not floating throughout the canals of London, it will be docked at Hackney Wick’s Number 90 Bar & Kitchen.