Heineken Greenspace
Meet you there
A unique partnership project that created a cultural legacy.
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In 2003, we were appointed by Heineken International to undertake a study of global trends amongst young-adults. Following the study, we devised a newly imagined cultural destination experience, summarised by the legacy idea, 'Meet You There'.
The legacy idea was inspired by Heineken’s own brand ethos, which invites consumers to 'Go beyond'. We then submitted an original experiential marketing idea for Heineken called ‘Greenspace’ and thus, our inaugural project was to become our very own eponymous project.
For the following two years the Greenspace team worked together on the realisation of a ground breaking urban regeneration project that pushed the boundaries of brand collaboration and kickstarted a five-year destination sponsorship, culminating in the permanent legacy of a fully renovated urban space for the city of Valencia, Spain.
Through a public/private partnership with Valencia city council, a 3-acre block of disused warehouses was chosen as the location for Heineken Greenspace. Young musicians, filmmakers and designers were invited to submit ideas online to fill the site with content and ideas for its permanent regeneration.
The week long launch festival was headlined by crossover artists including Enrique Morente, Sonic Youth, Anthony and the Johnsons, Gilles Peterson, Rem Koolhaas, Santiago Tabanero, House of Diehl and Matthew Herbert.
Voted the ‘Most Contagious Event of the Year’ in both 2006 and 2007, the venue achieved €4.7 million of media value at its launch and has since hosted over 400 events.
The project drew critical acclaim from world-renowned Dutch architect Rem Koolhaas, “This, in my eyes, shows a new moment where brands are generous and unilateral, the whole Greenspace project is a very clever example.”
In 2013, the whole site was fully restored and re-opened as ‘Las Naves’, an all-new cultural destination for the city of Valencia, offering a 2,000 seat theatre, art galleries and event spaces, as well as affordable studios and event facilities for creative enterprises.
The legacy idea was inspired by Heineken’s own brand ethos, which invites consumers to 'Go beyond'. We then submitted an original experiential marketing idea for Heineken called ‘Greenspace’ and thus, our inaugural project was to become our very own eponymous project.
For the following two years the Greenspace team worked together on the realisation of a ground breaking urban regeneration project that pushed the boundaries of brand collaboration and kickstarted a five-year destination sponsorship, culminating in the permanent legacy of a fully renovated urban space for the city of Valencia, Spain.
Through a public/private partnership with Valencia city council, a 3-acre block of disused warehouses was chosen as the location for Heineken Greenspace. Young musicians, filmmakers and designers were invited to submit ideas online to fill the site with content and ideas for its permanent regeneration.
The week long launch festival was headlined by crossover artists including Enrique Morente, Sonic Youth, Anthony and the Johnsons, Gilles Peterson, Rem Koolhaas, Santiago Tabanero, House of Diehl and Matthew Herbert.
Voted the ‘Most Contagious Event of the Year’ in both 2006 and 2007, the venue achieved €4.7 million of media value at its launch and has since hosted over 400 events.
The project drew critical acclaim from world-renowned Dutch architect Rem Koolhaas, “This, in my eyes, shows a new moment where brands are generous and unilateral, the whole Greenspace project is a very clever example.”
In 2013, the whole site was fully restored and re-opened as ‘Las Naves’, an all-new cultural destination for the city of Valencia, offering a 2,000 seat theatre, art galleries and event spaces, as well as affordable studios and event facilities for creative enterprises.
Destination strategy
Creative direction
Experience design
Event production
Architecture
Identity
Lighting
Film
Digital
Alex James
Tom Oldham
Louise Melchior
Brinkworth
CC Lab
Abandoned warehouses in Valencia were identified for transformation to become a permanent cultural destination.
'Where's your Greenspace?' Heineken's brand-inspired invitation to designers, film makers and musicians to 'go beyond'.
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The Heineken Greenspace festival of film, music and design brought an international mix of crossover artists to the city of Valencia.
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“This, in my eyes, shows a new moment where brands are generous and unilateral, the whole Greenspace project is a very clever example.” Rem Koolhaas
In 2013, the site re-opened as ‘Las Naves’, an all new cultural destination for the city of Valencia, offering a 2,000 seat theatre, art galleries and event spaces, as well as affordable studios and event facilities for creative enterprises.
