Why not combine entertainment and real sustainability initiatives? That was the thought of Heineken by choosing Rio Pinheiros, in the South Zone of São Paulo (SP), to set up its newest temporary floating bar, which opens to the public this Saturday (30). The location is not the most obvious to house a structure like this, but the brand intends to draw the population’s attention to the condition of the river, which is one of the most important in the capital of São Paulo and has been polluted for decades.
The idea came about a year ago and is part of the platform Green Your City, which demonstrates Heineken’s commitment to sustainability and its desire to contribute to improving the environment and local community. All revenue generated from the sale of drinks and food at the bar will go towards the Fundação SOS Mata Atlntica, brand partner.
The entire floating bar experience encourages the public, especially São Paulo residents, to rethink their use of the Pinheiros River. Access to the bar is via the Marginal Pinheiros expressway, in Parque Bruno Covas, towards Interlagos, in fclose to Shopping Cidade Jardim, space that is undergoing revitalization works. Furthermore, it is possible to see pollution and waste present in the waters. Furthermore, the 400 m structure was built with as little intervention as possible, valuing the circularity of materials and energy generation with solar panels, and has the capacity to accommodate up to 100 people at a time. The agency’s project Athens, Responsible for planning, creating and executing the culture and sustainability platform for the Heineken brand in Brazil.
Next to the entrance to Parque Bruno Covas, there will be a structure to welcome people. Access to the other side of the river can be done by vans and electric cars, designed mainly for people with reduced mobility, or by a floating walkway that was created especially for the bar.
The expectation is to generate at least R$1 million for the Pinheiros River, as Heineken is one of the sponsors of several projects to revitalize and clean up the river and its surroundings. The brand will be present with signage throughout the park, and will have a calendar of events and activations, with the Floating Bar being the first of them.
First class menu!
We couldn’t expect less. On the drinks menu there is, of course, Heineken draft beer in the regular version (R$ 15) or without alcohol (R$ 12). The bar also has a partnership with bartender Al D’Agostino, who created a menu of special drinks with Heineken beer. To eat, there will be snacks, with prices ranging between R$29 and R$67.
Get ready
The Floating Bar will be open from September 30th to October 29th, always from Friday to Sunday. Free access and controlled by online scheduling.
Tickets for the opening will be available this Wednesday (27th) from 5pm. From next week onwards, a new appointment will be opened every Wednesday, at 5pm, for the following weekend. Even so, There may be queues at the location, depending on the service capacity on the chosen day and time.
Serbian
Floating Bar Heineken Rio Pinheiros
September 30 to October 29, 2023
Friday to Sunday, from 5pm to 11pm
Pinheiros River | Av. Magalhes de Castro, s/n, Jardim Panorama So Paulo (SP)
Free entry, by appointment at official event website
* With Exam information | Cover photo: Helena Yoshioka
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