The venue combines qualities of the traditional pub, such as tables, chairs and a dartboard – all of which have been sprayed gold – with a beauty parlour for men.
Members of the public are being invited to visit the pop-up from 6-9pm to sample the brand’s first new beer in 22 years, however entry will only be permitted if they agree to a golden spray tan, which will be performed by a male bartender sporting the tan.
John Smith's enlisted former football player Robbie Savage to officially open the pub on Monday (25 April). Savage will be sporting a golden tan as he serves guests the new Golden Ale product.
The pop-up is part of the brands broader Golden Ale For The Modern Male advertising campaign, which is designed to promote John Smith’s new Golden Ale.
Savage said: "While I might have been cruelly overlooked for the Ballon d'Or in my playing days, being covered head-to-toe in gold paint for the day more than makes up for it. I’ve always had my golden locks, and today I’ve got an all-over Midas complexion to match. It’s the ultimate look for the modern male, and all thanks to John Smith’s Golden Ale."
Last year saw John Smith's create a constellation comprising 100 stars, which was shaped like a pint of beer.
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