# Collaborative Pop-Up Pubs THE ALLDEYA ARMS Launches a Versatile Tool for Behind the Bar By Laura McQuarrie | Published 2026-07-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-alldeya-arms References: [thecheckout.eu](https://www.thecheckout.eu/article/allday-goods-and-deya-open-a-shoreditch-pop-up-pub-for-the-bank-holiday) & [linkedin](https://www.linkedin.com/posts/hugo-w-72094938_this-august-bank-holiday-we-are-joining-activity-7483817803607740416-Vvk)  For the August Bank Holiday, [B Corp](https://www.trendhunter.com/trends/lavender-cheese) kitchen knife brand [Allday Goods](https://www.trendhunter.com/trends/allday-goods-x-outsiders-store-knife) is teaming up with independent brewery [DEYA](https://www.trendhunter.com/trends/adnams-brewery) to open THE ALLDEYA ARMS. This five-day pop-up in Shoreditch celebrates pubs as a central space for people to come together to share ideas and stories, and it will launch a new serrated knife and a pale ale. Allday's versatile new tool for behind the bar is optimized to do it all, from slicing citrus to trimming garnishes, and its handle makes the most of 100% recycled plastic waste salvaged directly from the DEYA brewery. DEYA's ALLDEYA GOODS is a soft, citrus-forward pale ale described as fresh, balanced and sessionable, making it fit for time savored in good company in a pub setting. Although Allday Goods and DEYA have different areas of expertise, they both value quality and thoughtful processes that minimize waste. ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 80% | Activity: 80% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## 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 - **Cross-category Hospitality Collabs:** Unexpected partnerships between foodware brands and beverage makers create limited-time venues that blend product launches with community-driven brand storytelling. - **Waste-derived Product Design:** Materials recovered from production waste offer a circular design pathway for premium tools that visibly connect sustainability with everyday hospitality use. - **Experience-led Product Launches:** Pop-up pubs and social spaces turn new releases into participatory occasions where consumers encounter products through shared rituals and cultural relevance. ### Industries Being Reshaped - **Food and Beverage:** Collaborative drink and venue concepts expand how breweries and culinary brands can package taste, sustainability, and social connection into memorable launches. - **Kitchenware:** Bar-optimized tools made with recycled inputs demonstrate how functional design can differentiate premium kitchen products in hospitality-adjacent settings. - **Events and Experiential Marketing:** Short-term branded pubs provide immersive platforms for cross-industry storytelling, limited products, and direct consumer engagement in high-traffic urban areas. ## Related on Trend Hunter - [Authentic One-Of-A-Kind Supercars](https://www.trendhunter.com/trends/oneofakind-supercars.md) - [Giant Pop-Up Books](https://www.trendhunter.com/trends/luceros-y-penumbras.md) - [Summer Wellness Pubs](https://www.trendhunter.com/trends/the-wellness-tap.md) - [Dedicated Kefir Shops](https://www.trendhunter.com/trends/kefir-shop.md) - [Artist Collab Fashion](https://www.trendhunter.com/trends/benito-antonio.md) - [Marathon Performance Hubs](https://www.trendhunter.com/trends/puma-nitro-lab.md) - [Pre-Match Pop-Up Shops](https://www.trendhunter.com/trends/higgidy-prematch-pie-pint-pop-up.md) - [Tap Water Pubs](https://www.trendhunter.com/trends/the-westminster-tap.md) - [Waterfront Dining Venue Concepts](https://www.trendhunter.com/trends/sea-salt-beach-house.md)