Heineken
HEINEKEN'S FORMULA 1 SPONSORSHIP
- Spaces
- Immersive
RECOGNITION
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Photography by @Twycer
The Heineken experience needed bringing up to speed. While guests could explore Heineken’s long-standing heritage and perfect their beer-tasting skills, the space dedicated to brand partnerships was falling behind.
As a global partner of F1 since 2016, Heineken had lots of exciting things to spotlight, but these were getting lost next to older and less relevant partnerships.
THE CHALLENGE
Heineken came to us to refresh the space in a way that would help drive guests through the door and show how the Heineken F1 experience is “More Than a Race”.
Heineken wanted the area to reflect the engagement and excitement of F1, while avoiding any major reconstruction work. As the final part of the self-guided tour, the sponsorship zone needed to enhance the guest experience in a way that felt dynamic, immersive and unforgettable.
OUR RESPONSE
We focused on two key zones. The first was the introductory corridor where projection, starting lights, and vinyl graphics were installed to bring the Heineken trackside experience to life. A global map highlighted the Heineken’s presence across 24+ Grand Prix races.
The second transformation took place in the main F1 room. Graphic posters featured key Grand Prix race titles from around the world, while another area was dedicated to the famous “Orange Wall” of the Dutch Grand Prix and paid tribute to Multiple F1 World Champion Max Verstappen’s first-place finish at the 2023 Zandvoort F1 Heineken Dutch Grand Prix.
This area came complete with the bespoke 1st place trophy created by Dutch porcelain house Royal Delft, as well as a signed Oracle Red Bull Racing cap.
Next up was the Podium Wall where guests could take advantage of the perfect photo opportunity to commemorate their visit. This area also featured a Player 0.0 driving simulator for an interactive guest experience.
At the centre of the room, we designed two glass cabinets which held a variety of F1 memorabilia, including Max Verstappen’s 2024 Oracle Red Bull Racing suit, cap, helmet and trophies from Heineken sponsored races.
GAINING TRACTION
Following the success of the sponsorship area, Heineken managed to secure the exciting loan of a real F1 car as part of a temporary 12-month exhibit within the Heineken Experience foyer. This focal point was the 2018 Oracle Red Bull Racing RB14, as driven by Formula One World Champion Max Verstappen himself.
To build excitement, we created a bold vinyl installation in the Heineken Experience foyer, blending Heineken’s brand visuals with Verstappen’s role as the official Heineken 0.0 ambassador—reinforcing the message behind their ‘When You Drink, Never Drive’ campaign.
BEYOND THE EXPERIENCE
Other activations outside of the Heineken building also included a partnership with Flagship who offer boat tours around the Dutch capital. We used an impactful graphic treatment for a look that was instantly, unmistakably Heineken and advertised the visitor experience across Amsterdam’s world famous canals. The eye-catching design not only promoted the Heineken Experience but also became a moving stage for the UEFA Champions League trophy, hand-delivered by football legend Roberto Carlos.
