Drink Company’s 7th Street bar—whose holiday-themed pop ups, dripping in kitschy extravagance and Instagrammable photo-ops, became a D.C. phenomenon—won’t be returning come cherry blossom season this spring.

The closure marks a permanent end for the seasonally-transforming space, as owner Derek Brown doesn’t plan on opening anything else in the now-connected chain of three adjacent bars, formerly Eat The Rich, Mockingbird Hill, and Southern Efficiency. The first whispers of the bar’s demise came after Popville noted that hundreds of items were up for auction on the site Rasmus. Washingtonian was first to confirm the news.

Brown, the self-proclaimed “Willy Wonka of cocktail bars,” says that after five years of opening a new pop up every month and half, he is tired.

“There’s a certain psychic expense that happens that at some point, you have to say, ‘We can’t do this anymore,'” Brown tells DCist.

Inspired by New York City’s original holiday pop up, Miracle on Twelfth Street, Drink Company launched its Miracle on Seventh Street five years ago, marking the second of its kind in the “Miracle” pop up bar chain that now boasts dozens of locations across the globe.

Over the next five years, Brown and a small team of designers transformed the PUB (pop-up bar) annually into Dread for Halloween, Miracle on Seventh Street during the holidays, and Cherry Blossom PUB in the spring.

The PUB also wore some more obscure hats, from what Brown considers the most successful theme, A Game Of Thrones bar that drew hours-long lines, to the not-so-successful one-off Rick and Morty pop up that stopped almost as soon as it started. Others included a royal wedding-themed bar (which had its own share of controversy), and an esports-themed one in collaboration with Events DC.

The over-the-top aesthetic of the decor and $13 pun-based cocktails immediately dominated social media feeds with each new attraction. People tried—unsuccessfully—to bribe their way past the queue that snaked down 7th Street. Washington City Paper dubbed Brown “the P.T. Barnum for D.C. millennials.”

According to Brown, work on the next pop up often began while the current pop up was running, making planning and staffing difficult. Compound those hurdles with the massive amounts of over-the-top decor and menu curation, the build-out of each new theme becomes exhausting, says Brown.

“It’s expensive, it’s a lot of energy,” Brown says. “It was challenging to keep that up, so eventually it just became too much.”

Brown says Drink Company will look into “stepping away” from the 7th street location, as the now-conjoined bars remain empty, and doesn’t see another bar of his opening in the near future.

“I want to have this fountain of creativity, but I just don’t know what to put in there” Brown says. “I think I’ll have ideas, and I like creating hospitality spaces, but I guess that’s not really my mindset right now. I love Shaw and I want people to continue to patronize all of the incredible bars there, but we’re out.”