As a brand wanting to bring it’s new “Go Beyond” brand philosophy to life, we wanted to go beyond traditional marketing programs. The urban planning idea of city “green spaces” being social spaces within cities was a perfect compliment to bringing the world and personality of Heineken to life. Heineken Greenspace was born–a public/private partnership designed to leave a legacy.
Together with the city of Valencia, we set out to breathe new life into 3 disused grain warehouses and turn them into a a permanent destination for young talent to showcase their skills across film, design, music and other cultural content. A 10 year partnership with the city gave a needed kick-start to the redevelopment of an area designated by the city for revitalization.