it's not real, just a marketing ploy for an app...
"1. There is no bar for pregnant women. In what may be one of the more tone-deaf marketing hoaxes of recent months, a new bar-finding app apparently invented an offensive fake bar complete with billboard, storefront and social media accounts! to draw attention to its otherwise inoffensive service. The faux-bar, Gestations, advertised that it was opening in New Yorks East Village in October and would offer trimester specials, among other things, for women drinking for two. But as several sharp-eyed Internet sleuths have noted, all of Gestations marketing materials also prominently plug this app, Bartrendr. And when local blogger E.V. Grieve asked the buildings owner about their new tenant, he said theyd only rented the sign for a month. After that, a vets office not an embattled bar will be moving in."
http://www.washingtonpost.com/news/...he-chicago-river-and-pregnant-ladies-in-bars/