холодный

Dear God, that was cold. Launch of the Nielsen//NetRatings AdRelevance service last night at the Minus 5 Ice bar above Lenin Bar Circular Quay. Themed as 'The coolest thing in online advertising'. Normally you cop 20-30 minutes in the freezer - extra respect to Andrew Reid who rotated through 3 groups of people coming through; having spent well over an hour in there.

Bonus points to the News Interactive analyst Kostya Blutarski - 'It feels like home', and promptly taking off all the gloves and warm gear.

You can see the beaut bar - everything (from the bar itself to the glasses you drink out of) are made of ice.

The supposed story of the Minus 5 concept:-

A few years ago two adventurous kiwis, Barry and Lenin, found themselves driving across Russia to meet up with a friend.As the day drew cooler and night descended upon the icy plains the car coughed, splutted, lurched and, with a billow of steam from under the hood, came to a rather untimely halt fully three hours from the next town.

Closer inspection from the intrepid twosome revealed a very slight radiator problem. In fact that the only thing missing was water. Hardly a major problem considering they were stuck in the ice and surrounded by snow.“We’ll melt some ice and gather the snow,” cheered Barry.

Lenin, the practical one of the two, removed the car door window to act as a magnifying glass. The plan was hatched. “We’ll sit it out during the night and when the sun comes up in the morning, melt the ice, use the water to fill the radiator and we’ll be off . . . simple as mud” smirked Barry who really never seemed to mind anything much except for the fact that his side of the car now had no window and was getting rapidly colder.

Hours passed and temperature dropped as they sat out the freezing night comforted by bags of crisps, one sandwich, their beers and a lone bottle of vodka.

Sometime after four in the morning – but not quite five – Lenin gasped, “it’s got to be well below zero!” as he tried another beer only to find it frozen solid.“Below zero?” Barry laughed “It’s bloody Minus 5.

The beers all frozen, pass me the Vodka, Lenin.”“Of course. The vodka. You want to hear a crazy idea Barry?”

Hence the minus 5° chain was established.