BRAND EVENTS – HEINEKEN NEXT GATE | HMY POP SOLUTIONS
Food&Care – Beverage/ POP Event /Mass Market
Next Gate, Heineken’s innovative showroom
For one year, Heineken invited its customers to a very special temporary showroom called “Next Gate.” It was an entire chalet that had been transformed to create a unique experience, showing the beer Group’s latest developments. By touring through the different rooms in the house, visitors discovered micro-spaces focused on each commercial brand: Cruzcampo, Radler, Affligem, Sol/Desperados…
HMY’s creative challenge was to create the ambiance in these areas to transmit the philosophy of each brand displayed there, bearing their differentiating attributes and target audience in mind. There were six days of assembly, with the added difficulty that it was a pop-up exhibition and the chalet had to look like it did before after the event. All of the partitions were made on the structure, being careful with even the slightest details to avoid leaving any trace behind.
New elements were manufactured to decorate all of the rooms, and special props were sought out, such as a Harley Davidson, 1800 kg of lemons, the yard covering…
This new Showroom concept had a huge impact on customers, strengthening brand value through an exclusive experience and an indelible memory