The Sub Zero Station was an itinerant bar in the shape of an igloo, that was opened in São Paulo, Ribeirão Preto and Uberlândia.Inside the bar, the customers could watch the performance of live bands, order snack meals and taste the new beer.The most sought-after area was the Sub Zero Experiment: a room in which all the furniture and objects were made out of ice, and the temperature reached -14ºC.In order to enter this room the costumers were given winter clothes like jackets and gloves.Each costumer could remain 20 minutes, fully immersed in the product universe.

Two weekends per city. The Sub Zero Station received the visit of over 10.000 people. It was opened during the warmest day in 2009, when the thermometers in São Paulo were at 31ºC at night, the ice bar became an instant success.A different format, a relevant content, high impact and high temperatures lead Sub Zero Station to great nationwide and even worldwide spontaneous media, from TV programs to entertainement city guides that indicated it as THE ideal activity for the weekend. Even an article was published on the trendy website Cool Hunting.