Kuala Lumpur – Heineken’s latest global campaign Shape Your City is a call to inspire city dwellers to express their creativity and motivate them to shape the city that they call home.
Demonstrating that simple actions can transform our urban landscape, Heineken has invited a handful of Malaysian design shapers to collaborate and create spaces that are designed to disrupt our social habits. Using the idea of the bar as a central collective hub, their challenge is to create an environment that inspires conversations and forges new connections amongst Heineken’s consumers.
“Shape Your City is a global campaign that inspires us to take small actions to create a transformation in the cities that we live in. Around the world, Heineken is bringing people together to make their own cities more energetic and vibrant. Here in Malaysia, Heineken is reminding its consumers to look up from their digital screens and have conversations with each other,” said Loh Ee Lin, Marketing Manager of Heineken.
The Shape Your City pop-up bar made its debut in Penang at the Hin Bus Depot Art Centre on 30 July 2016, and featured industrial inventors Biji-Biji Initiative and visual artist TheManCalledUncle team up with Penang-ite creatives to bring a decommissioned barn structure and car park area to life with bright and symphonic functional installations.
The 500-strong crowd came together around a multi-area concept built to showcase an exclusive mix of functional art and social recreational space purpose-built to break down barriers and promote social interaction. Amongst the installations premiered at the Shape Your City pop-up bar were Koleidoscape by TheManCalledUncle aka Callen Tham and the Synth City Table by the Biji-Biji Initiative. The high-octane night was fueled further by eclectic beats by Malaysia’s leading DJ duo, Goldfish and Blink, supported by JHIN and Axel Groove.
Heineken’s next Shape Your City pop-up bar took place on 26 August 2016 at an alleyway at Plaza Batai, Damansara Heights. The Koleidoscape and Synth City Table were joined by the Palletpixels, an innovative and engaging installation by Malaysian light artist, Jun Ong, along with his design collective, POW IDEAS. The event was a true embodiment of the Shape Your City ethos, as an often-overlooked alleyway in Plaza Batai was transformed into a pop-up bar. An eclectic mix of KL-ites gathered at this unexpected location and sparked conversations all along the alleyway over chilled bottles of Heineken while headlining acts Goldfish and LapSap spun tunes that delivered good vibes and great energy. All the elements of the night came together, as the 600-strong crowd reveled in this unlikely social hotspot, reconnecting with old friends and making new connections along the way.
To accompany the Shape Your City campaign, Heineken, the world’s no. 1 international premium beer, released a specially-designed, limited edition Cities series of Heineken bottles and cans nationwide from mid-July onwards. Featuring the pulse of the city as the core of its design, each bottle represents one of six global cities – Amsterdam, Rio de Janeiro, Seoul, Madrid, Sydney and Kuala Lumpur – while the cans feature three global cities – Amsterdam, Rio de Janeiro and Kuala Lumpur.
For more information and announcements on developments from Heineken Shape Your City, log on to www.heineken.com/my or follow Heineken on Instagram (@HeinekenMY) or Facebook (www.facebook.com/Heineken).