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Heineken Forum

Client and project lead for design, planning and live implementation of the annual Heineken Forum since 2019. The Forum is regarded by Heineken International as their most important event of the year.

 

These flagship events host over 180 senior delegates from all over the world, representing Heineken and their global brand portfolio. The two-day event brings their leaders together to share ideas, inspire each other, debate and understand the main opportunities within the business.

 

in 2024, the location was London, the venue was Evolution London which allowed the opportunity to be more ambitious and build on a bigger scale than before. A new auditorium format of in-the-round was used that created a more intimate environment with three huge wrap-around screens for full immersion. 

 

Up on arrival, the delegates entered a station concourse that was the start of their ‘journey’ across London. The first stop was the Beavertown Gallery with its own stage and aerialist performance. Dancers then took the delegates through the secret fridge doors to the next stop, the auditorium. 

 

For the breakout spaces, iconic London locations were recreated and revealed including Camden, Brixton and Shoreditch. The versatile breakout spaces allowed a reset for the Thursday evening dinner and party in less than 2 hours and change the environment to surprise the delegates.

 

Every stage and element of the event was managed – including concept creation, design, conference scheduling, production, implementation, and on-site management.

 

In 2023, the location was Athens. The core inspiration was the amphitheatre, incorporating a semi-circular layout with tiered seating creating an inclusive and engaging setting for Forum 2023. The auditorium was brought to life, with an enormous 50m wrap-around screen, showcasing new ideas and inspiring content.

 

The event took place in the iconic Athens Conservatoire, renowned for theatre & music. This was ensured it was celebrated by opening the event with an uplifting performance by Greek musicians.

 

For the breakout experiences, 6 immersive zones were created which showcased where consumers interact with Heineken products every day. Delegates engaged and interacted with the spaces learning more about trends and what products are being innovated to keep up with consumer needs.  

 

In 2022, the location was Amsterdam. Over the two days, the forum needed to be the perfect balance of presentations, networking and moments of relaxation. The subject of the forum, EverGreen, was bought to life by creating an ever-evolving, enchanting and vibrant forest within a warehouse, combining real natural elements – trees, rocks and grass – with sound-scaping and projection mapping technology. The combination of these elements created a unique, welcoming environment that drove the narrative over the two days.

Client / 

Heineken Global

Agency / 

The Manual London

Project duration / 

5 years

Photography / 

sanderstoepker.nl

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