The first Heineken ‘concept store’

via popsop and arch daily

Right in the centre of Amsterdam, the first ever Heineken branded store features some of the latest technical innovations and experiential possibilities.

Heineken The City is divided into four different sections: Refreshing Sounds Studio (a small recording studio for young talented musicians), Fashion (a store with the branded designer clothes), Tickets & Travel (for trips and tickets to sponsored events) and a state-of-the-art Beer Shop (that includes a ‘Fridge’ exhibition).

Other highlights include limited edition sneakers, special beer bottles from Asia, the opportunity to create self-designed Heineken bottles, or book a fashion tour of Amsterdam. Go to arch daily for the full description.

Regional Executive Creative Director, Geometry Global Asia Pacific