Challenge
The Heineken Experience is a hit with tourists, yet many Amsterdam locals avoid it. It feels like a place for city breaks, not for your own city life.
Heineken Experience
How do we get locals to visit Amsterdam’s most notorious tourist trap?
Insight
Tourists come to relax. Locals are juggling work and study. In a city built around leisure, there is a gap for focused spaces that are not your kitchen table.
Idea
Turn the Heineken Experience into a temporary co-working space for locals. No tour. No selfie spots. Just long tables, coffee, fast Wi-Fi and a cold beer at five.
Execution
We opened a pop-up co-working area inside the Experience and framed it as a community space for getting things done. People came to focus, meet others on the same grind and wrap the day with a beer. It reframed Heineken as part of everyday life, not only the moments you celebrate.
- ClientHeineken & Young Dogs
- RoleCreative
- Year2024
- TeamAnastasia Danelli
