Heineken, official sponsor of Rock in Rio Brasil 2022, presents the proprietary bar installed in Cidade do Rock next to the New Dance Order Stage, dedicated to dance music.
Developed in partnership with Agência Atenas, the place has a design that is inspired by the style solar punk, architectural trend of the modernist era. In space, plants and leds come together in a futuristic setting that highlights the well-known Heineken green and helps to convey the messages of sustainability that make up this and other spaces of the brand at the festival.
Guilherme Bailão, Head of Brand Experience & Sponsorship at Heineken in Brazil, explains:
“Heineken’s innovative DNA is present in all the brand’s initiatives at Rock in Rio and it would be no different at the bar near the NDO, where we are even closer to the public that enjoys electronic music. There we will also dynamically convey our sustainability goals and the message about the importance of greener cities and festivals.”
Rafael Najm, Customer Service Director at Athens, concludes:
“The insight we had to create the bar near the NDO was to transform it into a bar of the future, into a city of the future, which we imagine to be more sustainable and which is 100 years ahead of the first Rock in Rio, held in 1985. Understanding this “look and feel”, we brought this futuristic look, which mixes the urban, with technology and sustainability through plants: the personification of solar punk.”
Largest beer operation in history
Heineken set up a real task force to guarantee the supply of beer to the public present at Rock in Rio Brasil 2022. The mega operation is considered the largest in the brand’s history, surpassing the 2019 edition, the last one carried out before the pandemic.
The expectation is that, this year, 1.3 million liters of the drink are marketed. The structure includes pipes, draft beer and equipment necessary for dispensing the product with Heineken temperature and quality, which includes the presence of two Beer Stations. There are more than 80 points of sale, including spaces owned by the brand and partner bars and restaurants spread throughout the event.
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