Heineken erects a pop up club to promote its new brew--UPDATED

  • Marketing
  • September 3, 2015
  • StopPress Team
Heineken erects a pop up club to promote its new brew--UPDATED

For those of you who spot an alien-like, mirrored box structure that has planted itself in Auckland’s Britomart preccinct, do not fear. It isn’t a UFO, a force field, or time machine (although that would be pretty cool), it’s The Heineken Light Club.

The club is the result of a collaboration between Heineken, lighting creatives SquidSoup and local New Zealand artists Sweet Mix Kids to promote Heineken’s latest drop called, you guessed it, Heineken Light.

Inside the club hanging vines of green lights are strewn from the ceiling where ‘partygoers’ can enjoy a nice Heine light and a bit of a groove, but only between the hours of 1-6pm, the ultimate party hours, from today until September 6.

According to a release the installation encourages visitors to move through the space and experience the change in light and sound that occurs as the technology responds to individuals and their Heineken Light bottle.

SquidSoup has worked on creative lighting installations around the world including places such as the Sundance Film Festival (USA), Glastonbury Festival (UK), the V&A (UK), Tate Britain (UK), Visual Art Week (Mexico). “It’s been really exciting for us to work on this world first with Heineken Light, creating a combined sound and light experience. The additional interactivity that allows the audience to mix audio in real-time certainly elevates the work to a whole new level," sayd SquidSoup’s New Zealand based artistic director Chris Bennewith.

The installation has an interactive sound element that has been brought to life through local New Zealand artists Sweet Mix Kids, the release says. 

A Sweet Mix Kids say: "We're avid light beer drinkers so couldn't be more excited to work with Heineken Light and SquidSoup on the Light Club. You'll enjoy hearing our new music and latest remixes like you've never heard them before, actually you haven't as many are unreleased. They've been mixed up and edited especially for the Light Club to compliment the moving art and react to the space."

Heineken New Zealand marketing manager Julia Imlah says “We are hugely proud to have launched a world first 2.5 percent Heineken Light to address the changing consumer tastes here in New Zealand. The new product gives Kiwis a great tasting, refreshing Light beer without compromising on taste or forgoing the premium badge value of a Heineken, and is the perfect beer to extend any social occasion”.

New Zealand will become just the third country in the world to launch Heineken Light following a successful roll out in the United States and Taiwan. The launch of a 2.5 percent Heineken Light, however, is a world first for the brewer.

The release says Heineken Light is the single biggest product launch for the brand since entering the New Zealand market in 1994, and will be available across the country from September 3rd 2015.

So for those lunchtime partygoers or those of you that want to be home by 7pm, the mirror cube is the place for you. But no, really, it seems like a good place to dance around with some twinkling lights and have a free drink before heading off to your next destination. It is open on Friday and Saturday, afterall.

The only drawback though, is that you’ll have to drink light beer. 

Credits:

Creative & lead agency – Saatchi & Saatchi

Activation & PR – Darkhorse

Media strategy – Spark PHD

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