Continued from the previous blog I now have HiRes Images of Hieneken City (thanks Tav).
Today I visited Amsterdam and bumped into the new branded store by Heineken , called Heineken City. This is branding to the extreme. Everything was branded from music to fashion, from fuss ball table to bags. Everything had the Heineken logo.
The store design was the highlight! The different zones that flowed seamlessly into each other gave the visitor a real feeling of entering the heineken world. When entering the city your eye catches a metallic wall imposed with the pure ice Heineken logo. The experience to all sense continues through the store from one zone to the next, a 3D television to a wall made with the iconic WOBO bottle.
On the side of the store there are 3 levels of coolers, which all contain the different bottles, cans, and Heineken beer from around the world. This is great for the collectors among us, but the most impressive bottle is the one which each visitor can create using the computers at the centre of the city.
In all it was a great experience and showed how Heineken has turned into a social brand, that is no longer only about the iconic long neck, but about a way of life.
I do however feel that this is where Heineken could push things. They could have also placed products from other brands, designers, and artists that embody the Heineken way of life.
For more info visit: www.heinekenthecity.nl
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