PROJECT TYPE: FESTIVAL ACTIVATION
EVENT: Ultra Music Festival
Create a custom “Heineken Experience” at the Red Star Café designed to drive stronger brand awareness with sports fans attending the US Open. Our vision also included developing a luxurious VIP space for Heineken executives attending the tournament.
Transform the existing Red Star Café into a “Heineken Cafe” by designing the space to feature fresh, clean branding to adorn the table tops and walls. The piece de resistance were the building base columns wrapped in Heineken’s signature green with logo branding that could be seen from a great distance making a large brand statement.
We also transformed Suite 137 at the stadium with fantastic wall art, plush white leather couches, wood accent pieces featuring Heineken bottles as the focal point further creating an air of masculine sophistication for the Heineken executives to enjoy while attending the year’s final Grand Slam tournament.
Heineken’s strong brand presence at the Red Star Café furthered its positioning as a quintessential part of the US Open experience – a relationship the brand has enjoyed for more than a decade.