Ain’t nothin’ but a pop-up party

The bar-cum-games room has popped up again

Marcia Minillo/Time Out
Crowds at Puma Social Club

In any city, new shops and restaurants can come and go with dazzling speed, and usually for all the wrong reasons. But how much better to be an intentional shooting star, blazing across the city once – or popping up occasionally in the most unexpected of places? 

Ever since Comme des Garçons, the cult Japanese prêt-à-porter clothing label, launched its first pop-up shop in Berlin in 2004 – a 12-month guerilla store in a rundown industrial building – the idea has kindled similar dreams in cities around the world, and São Paulo is no exception.

The latest to piggyback the trend is German sportswear brand Puma, with its pop-up Puma Social Club. Tucked down towards the Centro end of lively Rua Augusta, it’s a curious mix of bar, shop and something it has labelled ‘night games’ – nothing kinky, just ping-pong, pool tables, pinball machines, darts boards and the like. 

Opened in October 2011, it was here and gone before you could hit bullseye, closing just a couple of months later in December. But it's now popped up again, meaning those who missed it first time round can pay a visit – the latest rumours are that it will stay open until April 2012.

Puma Social Club is at Rua Augusta 2559 , Jardim Paulista (3062 7406, Open 5pm-midnight Thu-Sun. Minimum spend R$30 (after 8pm).

By Maria Eugênia Tomazini


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