Heineken Studio at The Town provided an immersive experience with holographic sound, taking participants on a unique musical journey, connecting the brand to music, culture, and sustainability.
The ‘Heineken Studio’ activation at The Town was part of the grand celebration of the brand’s 150th anniversary. As the main sponsor, Heineken offered unforgettable moments through immersive experiences. The primary goal was to reinforce that, just like music, Heineken is present in all of the important moments in consumers’ lives, creating a deep and lasting emotional connection. In addition to celebrating its history, Heineken used the activation to convey the brand’s messages and the values of the Heineken® Green Your City platform, which combines commitments to culture and sustainability. The ‘Heineken Studio’ was designed for consumers to fully experience music, taking them on a unique journey that revealed every moment of musical creation in a way never seen — or heard — before.
As the main sponsor of The Town Music Festival, Heineken created a sensory experience that transcended the simple act of listening to music, allowing participants to experience the full journey of a song, from its creation to its performance on stage. The idea was to explore music as a total experience, where each note is deeply felt, fostering an intense emotional connection with the brand. Inspired by the concept that music is more than sound — it engages all the senses — the ‘Heineken Studio’ was designed as a space for complete immersion. Using holographic sound and scenography inspired by recording studios, the activation guided participants through a layered musical narrative, revealing key moments of the creative process.
