Heineken House at Coachella
For 20 years running, Heineken has owned its own party space at Coachella, where guests can celebrate and drink featuring world-class DJs and bands . We were tasked to bring a hyper stylized drinking playground to life while leveraging the strong Heineken brand to both weekends.
Category: Experiential Design
Client/Agency: Heineken USA
Location: Indio, CA
Project Contribution:
Creative lead, concepting campaign, style and seating, branding of space, presentation design
Partnered in conjunction with All These Wonders Agency
The Presentation
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Round 1: The Concept
The client emphasized the importance of a new kind of seating for the guests, as a place to party or sit and watch the talent inside Heineken House.
I found this inspiration image of the earth’s layers that sparked the idea of tiered rounded seating, and proposed that each level would be a different material and texture.
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Round 2: The Visual Language
Given the client wanted an Alice in Wonderland vibe that is hyperstylized, clean and through the lens of Heineken’s green brand.
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Round 2: The Materials
I proposed various materials to be used for each of the tiered seating layers.
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Round 2: Photo Walls
Psychedelic spinners, strategic seating are a few of the elements that were presented to the client.
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Round 2: The Design
Preliminary SketchUp reference for the renderer.
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Round 2: Digital Render
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Round 2: Digital Render
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Round 2: Digital Render
