Amstel Pop up.

Euro beer giant, Amstel, has opened a new temp pop up store/gallery on Oxford street Paddo (near fringe). It's basically a vacant shop with painted windows and little peep holes to look inside to the display. It comes with head phones to complete the experience. Inside is a looped film and some bottles of the beer. Will Paddo types, after getting drunk in their terrace's, be able to resist a break and enter on their way down to the Oxford street clubs? Good to see this type of marketing happening in Sydney. Look out for actual pop up shops coming soon....