As SaÌo Paulo's humid summer approaches, just in time to help cool things down an unusual pop-up restaurant/bar called Estação Antarctica Sub Zero opens this weekend in the bar-heavy neighborhood of Vila Madalena. Conceived to promote the Brazilian beer company Antarctica's new beer, the temporary venue celebrates their double-filtration process at 28.4 degrees Fahrenheit and the refreshing new drink.
The space, an inflatable giant igloo divided into two areas holds a bar with food and area for live bands, plus another bar totally made of ice—with cups, walls and even a sofa made of frozen water. Patrons don specially provided clothes and can stay inside only 20 minutes in the five degrees Fahrenheit temps. Branding and publicity super-agency B\Ferraz planned and put together the space.
If the concept sounds familiar, it is. While Estação Antarctica Sub Zero recalls Absolut Vodka's Icebars, this traveling restaurant and bar boasts a bigger size at 3,230 square feet. Servers will also work 20 minute shifts, making this truly fast food.