Concept & Product Design
Creating concepts for activations, Communications, interiors, new products.
Let's get the party started, shell we?
THe Heineken AR-experience
CHALLENGE
The Heineken Experience is based in the monumental brewery building. Not every guest is aware of this. Time for a change!
THE HEINEKEN AR-APP
Pairing technology and innovation with the rich Heineken history is at the heart of the app. Guests arriving in the new entrance hall, can use the app to see how the space functioned back in the days. The iconic Heineken bottle guides them through the process.
Original footage from the Heineken Collection combined with short history facts make it an authentic experience. A horse carriage with beer barrels and a mini game are the cherry on the top. They create the perfect mix of educational and fun information. Who doesn't want to collect bottles falling down from the impressive bottle ceiling?
RESULT
The app was the most successful global Heineken invention and received the D&T Cool Sh!t award 🏆. Guests are thirsty for history facts and enjoy the app. More spaces and features will be added to the app in the future. The app is not only fun, it also bridges waiting time at the entrance. Cheers to that!
online goes offline
CHALLENGE
How to create visibility for online B2B platform FashionUnited offline at key industry events like fashion trade fairs?
CONTEXT
FashionUnited is a leading B2B platform for fashion professionals. Therefore, being visible at fashion trade fairs adds to brand awareness. All media partners have the opportunity to place copies of their publications in in the media area - but what to do if your content is 100% online?
SOLUTION
Take the stage! The sponsored tote bag for the media area was born, which is a great fit for multiple reasons:
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Convenience: guests collect magazines which need to be stored somewhere
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Visibility: the brand is represented not only next to its competitors in the media area but also on the entire trade fair and across town
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Competitors become invisible, by putting them inside the bag
RESULT
Bags were created for international trade fair Premium Berlin as well for the Modefabriek Amsterdam (multiple seasons). The bags became a must have item and sort of souvenir that could be enjoyed also months after the visit.
Bags weren't the only item to spread the word. Other partnership tools were developed to increase website traffic and to promote content.
the heineken crate bin
CHALLENGE
Find a bin for a newly designed bar that matches the setting and interior.
SOLUTION
Why buy one, if you can make one? The crate bin embraces sustainability, as it doesn't only stimulate recycling, but is made from old Heineken crates. Thereby, they are up-cycled and get a 2nd life.
The solution doesn't only make the world a little greener – it also fits the setting of the new bar.
RESULT
1.2m Heineken Experience visitors can recycle in a fun and engaging way. This encourages them to follow the example and to recycle at home. Due to its success, more bins were produced for the Head Office in Amsterdam.
Photos: Janine Meyer
Spreading love at Coworking Space betahaus Hamburg
CHALLENGE
Finding opportunities for extra revenue during Covid-19, while offering something extra to co-workers at the same time.
ABOUT THE PROJECT
Betahaus is a co-working space with various locations throughout Europe. It has a strong community focus. Covid-19 impacts businesses and people financially as well as mentally. Therefore, Betahaus Hamburg sought advise for generating extra revenue while doing something special for the co-workers.
Flower Power
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The Betahaus gets fresh flowers once a week. Dried flowers are a trend. Reason enough to give the old flowers a 2nd life as beautiful dried bouquets. Co-workers can purchase them in the community café, where they are an eye-catcher at the same time. To consider the community factor (and the crisis), no price is attached. Instead, the “give as you like” principle is applied.
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That way everyone can afford some colorful change, while the Betahaus makes extra revenue and acts sustainably.
Waffel Wednesday
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The offer at the community café is mainly focused on beverages, as a lot of bakeries and restaurants are part of the neighborhood, where co-workers can get food.
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This missed opportunity got turned into regular happenings
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During Waffle Wednesday, the name is the program. Fresh waffles are baked every week, with yummy toppings and for a fair price. The delicious smell of freshly baked waffles added some extra magic.
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See you at Taco Tuesday.
Not Wasted Granola bar
Spent grain is a leftover product when brewing beer. It is very nutritious. So let's better not waste it! The Heineken spent grain granola bar was born, a healthy snack full of good stuff - the perfect companion to infuse "beer" to a breakfast.
Why a spent grain granola bar?
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You can "eat" beer without getting tipsy
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Learn about spent grain, how to "reuse it" and it's nutritious benefits
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Build on the health aspect of beer
Result
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The Heineken beer bread is VERY popular. Guests regularly ask where to buy it and mention the bread in reviews! Besides, it pairs well with the beer.
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The "not wasted" granola bar was well received at the 0.0% beer breakfast (after a 0.0% yoga session). It is still a pilot. The idea is to offer it at more Heineken events.
Heineken Beer bread &
NOT WASTED GRANOLA BAR
CHALLENGE
1. Enhance the VIP tour experience, which ends with a beer tasting.
2. Add "beer" to a healthy 0.0% breakfast.
SOLUTION
Two yummy products were developed for the Heineken Experience that enhance the guest experience and educate on the natural ingredients and sustainability at the same time. They were separate projects, but are grouped here as both are a delicious match.
Heineken Beer Bread with A-Yeast
Sometimes the solution is already there - sort of. The Heineken beer bread contains the very special yeast that can be found in a Heineken as well as a splash of beer. It was once developed for a pop up bakery but then forgotten. What a shame!
The beer bread is the perfect match for the VIP beer tasting. Why?
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It's premium and only available at the Home of Heineken
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Beer pairings started to become trending
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Visitors learned about the ingredients at the beginning of the tour - now theory is put into practice. The natural aspect of the ingredient/product can be tasted
The perfect match
johan Cruijff Arena x experience
CHALLENGE
Creating a joint product for the Johan Cruyff ArenA and the Heineken Experience, which allows visitors to enjoy the best of two worlds in one tour.
ABOUT THE PROJECT
Both tours each take more than 1.5 hours. The ArenA tour is focused on football club Ajax Amsterdam but also addresses other happenings taking place at the venue. The Heineken Experience educates on Heineken's history, brewing beer and sponsorships. How to unite both worlds?
CONCEPT
"The Perfect Match" was born, which refers to a great fit and speaks football at the same time. Heineken is a proud sponsor of the UEFA Champions league and also served at the ArenA. Most guests take the ArenA tour for their interest in football club Ajax Amsterdam. Reason enough to embrace this connection in the concept.
TINGLER!
During one half (45min), the guided tour takes guests to selected areas of the Heineken Experience, surely not missing out on crucial football areas, such as the interactive UCL space.
HALF TIME
Guests leave the Home of Heineken in order to continue their journey at the Home of Ajax Amsterdam.
The transport takes place with a team bus - an experience on its own! It got transformed into a tiny pub on wheels, with a pub quiz, a cold Heineken 0.00% welcome drink and football attributes, such as “stadium floor” made of artificial grass.
TINGLER!
At the 2nd half, the coach of the ArenA continues the tour for the last 45min. Having a freshly tapped beer inside the exclusive Heineken skybox overlooking the football field, adds to the VIP experience and connects both worlds.
RESULT
90min, 4min overtime - what a match!