After the eye-roll-worthy cereal cafes, inhabitable alcohol and owls in bars, there's finally a ridiculous pop-up we can get behind; a bar is opening in London where dogs will serve you beer.
At long last, whoever commissions these things is doing something that will benefit humanity immeasurably.
If you want to be served an ice-cold Kronenbourg by man's best friend, you can do so at Bar D'Alsace-tian in Soho. A team of trained Alsatian dogs, each of whom wears a lightweight, miniature barrel, will bring you a delicious beer.
To absolutely no one's surprise, the pop-up is a PR stunt to mark the launch of the new Kronenbourg advert - which stars Eric Cantona and a pair of Alsatian dogs delivering a Taste Supreme around Alsace.
Ifeoma Dozie, brand director at Kronenbourg 1664, said: "We're absolutely delighted to be opening the doors on the world's first bar staffed by dogs. It provides customers with a truly unique experience and is the ideal way for us to bring the 'Alsace-tians' to Kronenbourg fans.
"With Bar D'Alsace-tian, we will have man's best friend delivering one of man's greatest achievements: the Taste Suprême of Kronenbourg 1664."
If the idea of a bar staffed by dogs excites you (and why wouldn't it?!), make sure you snap up a reservation quickly here. The bar is open to the public on May 6 from 6:30 pm to 8:30 pm.