Heineken, official sponsor of Rock in Rio Brasil 2022, will leave a legacy for the city that hosts the biggest music and entertainment festival in the world. The brand will implement, within the Olympic Park, an urban microforest of about 900m² formed by native species of the Atlantic Forest.
The initiative is part of the goal of implementing urban microforests in 19 Brazilian capitals by 2030, with Rio de Janeiro being the first city to receive the green area. Heineken’s commitment was made through the platform Green Your City, which brings sustainability to nightlife, the cultural scene and relationships with cities, and has goals based on four different pillars: green energy, circular economy, greener cities and responsible consumption.
The trees that make up the microforest are part of the region’s native biome, the Atlantic Forest. Among the dozens of species are the jequitibá-rosa, the largest tree in the biome, the araçá-amarelo and the grumixama, fruit-bearing species, and the guatambu, a high-quality wooden tree.
The ecological restoration uses the Pocket Forest technique, developed by botanist and landscaper Ricardo Cardim, who is in charge of the project. According to this technique, the composition and spacing of the restoration must respect the original evolution of the forests, which provides faster growth, lower loss rates, low water consumption and less need for maintenance. He explains:
“Many of our cities, like Rio de Janeiro, are within the territory of the Atlantic Forest, a hotspot of global biodiversity, but even with such a natural heritage, landscaping and urban afforestation in Brazil are dominated by foreign plants. The idea of the Atlantic Forest Pocket Forests is to enable functional and efficient green areas in ecosystem services and also as environmental education tools, so that people can live, understand and value their incredible natural heritage.”
The installation of spaces like this contributes to a better quality of life, a decrease in temperature, an increase in air humidity, retention of rainwater, filtering of toxic gases and much more. With the initiative, Heineken seeks to reconnect the population to the native heritage, its shapes, textures, history and flavors, rescuing the original biodiversity in everyday life.
Melina Domingos, sustainability strategy and culture leader at Heineken in Brazil, says:
“This is the brand’s main legacy for the Rio de Janeiro Olympic Park. Implementing urban microforests is one of Heineken’s priority commitments, and this is just the first, as another 18 Brazilian capitals will receive our intervention by 2030. Greener festivals are turning into greener cities and we are very proud to kick off this journey in the Marvelous City.”
The project is a co-creation of the Atenas agency in partnership with Heineken.“Athenes created the concept “Green Your City, Rock Your City” with the intention of greening its activations in the City of Rock. The strategy is part of the Green Your City experience platform that Athens created and takes this attitude to all festivals sponsored by the brand, whose purpose is to raise awareness of greener attitudes, conscious consumption and reflection.
Denise Garrido, CEO of Atenas, explains:
“Heineken will leave a legacy wherever it goes. At Rock in Rio Brasil 2022, our scenography will be replanted to be transformed into the first microforest of the brand’s goals. Athens creates brands through experiences and here we are inviting the public to experience and change their attitudes in a more sustainable way”, explains Denise Garrido, Athens CEO.
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