A Amstelpure malt beer made with the magic of Dutch yeast and belonging to the Grupo Heineken, will occupy the Rio Pinheiros region to hold the 1st edition of the ‘Amstel Spirit of Amsterdam’, an experience that arrives in the city with the aim of honoring and celebrating the points of connection between São Paulo and the Dutch capital, such as diversity, freedom, the electronic music scene, the passion for football, and Kings Day, which is a true Dutch carnival. The event in São Paulo will take place on April 27th and 28th and May 4th and 5th, with free entry.
King’s Day (in Portuguese, Dia do Rei) occurs at the end of April (27), but the festive atmosphere permeates the entire month. It is a celebration with a non-linear journey, which invites the public to celebrate the arrival of spring in the Netherlands, which brings hundreds of cultural events, taking over the city’s canals and rivers, with open-air parties and lots of tulips throughout the city. All of this wrapped in the color orange, one of the country’s greatest symbols.
Amsterdam’s spirit of freedom is embodied in a place that invites the public to express different ways of being. All of this connects to the campaign ‘I AMSTEL – The Incomparable Flavor of Being Ourselves’, which highlights authenticity and freedom, encourages people to be themselves, without labels or masks, capable of revealing themselves in authentic environments, among friends loved ones and in favorite places that provide safety.
“Amstel is a Dutch brand that is gaining more and more relevance in our market, so it is only fair to transport all the energy and spirit of freedom from Amsterdam to a city as cosmopolitan as São Paulo. We will show consumers everything that is in common between the two cultures and, of course, highlight the aspects that differentiate Amstel from other brands on the market: its origin, its ingredients and its authenticity. Therefore, we strongly believe in the potential of this project, which is innovative and unique, characteristics that permeate all actions carried out by the brand”, says Cecília Alexandre, director of Mainstream and Economy Marketing in Brazil.
With this project, Amstel becomes the direct bridge between Amsterdam and the city of São Paulo. An example will be the on board experience, reminiscent of the boats full of revelers that invade Amsterdam’s famous canals during King’s Day. Connecting São Paulo with Amsterdam, the São Paulo public will be able to experience this moment with a ferry ride along the Pinheiros River. Leaving from the Jaguaré Bridge to the Cidade Universitária Bridge, with capacity for 100 people, the vessel will feature an Amstel Bar, musical attractions and performances.
Access and location of the event
Ticket collection will be carried out through the Amstel website, which will provide information on the program, days, attractions, line up, number of tickets, etc. By clicking on “redeem”, the user is redirected to the Sympla platform, where they can obtain their entry from April 22nd. Tickets will have two opening dates: April 22nd for the first weekend of the event, and April 29th for the second weekend. The withdrawal option is only in pairs, there are no individual invitations.
The Amstel Spirit of Amsterdam Festival will have the capacity to receive 1,000 people per day. The entire action is signed by ATENAS.ag, the agency responsible for planning, creating and executing the project. In partnership with Wado Gonçalves and Diego Ognibeni, a duo specialized in space branding, who develop brand experiences combining architecture, design and technology techniques; and also by Rike Volpato, creative strategist specializing in projects for the beer and entertainment industry.
Upon arrival at the event, the public will be led by the production team to the Welcome Bridge (Welkom Brug) and, on the other side, it will be possible to see part of the scenography. At the entrance bridge, the visitor already feels the beginning of visual and auditory immersion, which transports them from São Paulo to Amsterdam.
“The ‘bridge’ concept of this project promotes a journey of experiences aligned with Amstel’s values, merging icons and symbols of the two cities. In a playful way, with scenographic and artistic interventions, we will surprise and entertain the public with great intensity. Among other attractions, the public will have an unprecedented opportunity to sail along the Pinheiros River on ‘Party Boats’, just as happens on Amsterdam’s canals”, declares Guilherme Bailão, director of Brand Experiences and Sponsorships at the Heineken Group in Brazil.
To add even more Dutch belonging to the event and strengthen the connection between the two cities, the space will feature a Central Village that will be beautified with tulips and flowers from Holambra, in partnership with a local cooperative, responsible for making the environment even more colorful. and with an Amsterdam aesthetic. Furthermore, the famous architectural textures of the canal buildings and other visual codes of the city will be present in the space, creating feelings of ambiance and immersion in the Dutch city.
For an even more complete experience, the space will feature cuisine from the Martin Ho Holanda buffet throughout the festival, with typical and themed foods, as well as a Coffee Shop inspired by establishments in Amsterdam.
The activations were also created referring to the cultural characteristics of the Netherlands, such as a flea market, a rechargeable bicycle station, a tulip garden, as well as a stage that represents the Red Light District, but which at the event will feature performances by Love artists. Cabaret.
On King’s Day, April 27th, the Spirit of Amsterdam space, in addition to all the features of the festive day, will be decorated in orange, just like in the Netherlands. The event will offer dressing rooms so that participants can further integrate into the atmosphere of the main Dutch party, being able to use clothing, accessories and other typical accessories. It will feature attractions from the Doce Maravilha label.
One of the ramifications of the King’s Day festivities in Brazil will be Rota do Rei, an itinerary with activations in more than 200 bars spread across the states of São Paulo, Rio de Janeiro and Belo Horizonte. On this date, the bars will be offering promotions on Amstel beer, the traditional King Coin, distribution of gifts, themed decoration and much more.
Schedule
The Canal Stage, a space reserved for attractions and shows, is a tribute to Amsterdam’s symbols of connection and freedom. The public will be able to enjoy the party marked as Pride Day, on the 28th, signed by Festival Castro, with several DJs and a surprise attraction that will kick off the celebrations.
On Saturday, May 4th, the event explores the vocation for electronic music (Amsterdam is home to the largest electronic music event in the world – ADE – Amsterdam Dance Event), and is curated by WME (Women’s Music Event), a music, business and technology platform created to increase women’s protagonism in the music industry. And on Sunday, the 5th, the event will end with the Spring Party, from the Heavy Bloco label, which promises to end the program with a flourish.
Service
Amstel Spirit of Amsterdam
Date: April 27th and 28th, May 4th and 5th, 2024
Opening hours: 3pm to 10pm
Location: Rio Pinheiros Cycle Path | Jaguaré Bridge – São Paulo (SP) (Stretch in front of Parque Cândido Portinari)
Tickets: Free entry upon ticket collection official event website
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