A rearranged Coachella landscape teed up a Heineken House revamp this year, the 20th year of the Indio, CA, festival and Heineken’s 18th year as the official brew of the massive event. What for the past five years has been an activation footprint with a walled structure and a club atmosphere this year morphed into a retro-inspired open beer garden concept with a striking slanted roof providing coveted shade and the brand’s signature performance stage.
Geometric green and white patterns on two sides of the structure helped draw festivalgoers in, while on the other sides, consumers were met with completely open views into the footprint and musicians and artists performing inside. Vintage graphic signage that looked like old postcards drove home Heineken’s long-running sponsorship and experience in the desert oasis. Among the more than 30 artists who performed at Heineken House were De La Soul and The Roots (weekend one, April 12-14), and Liquid Stranger (weekend two, April 19-21).
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“The festival grounds were rearranged this year to be more open. We knew we were losing our usual footprint, so there was no better time to make a big change,” says Christine Karimi, manager-partnerships and consumer experience for Heineken. “The first thing we thought of was how in the past, the long lines would snake around the Heineken House building and you couldn’t see inside. We wanted to be more inclusive, so we thought, let’s literally tear down the walls.”
Once inside, festivalgoers could purchase beer from Heineken’s entire portfolio at one of three bars, relax in the beer garden in lawn chairs, charge their devices or play cornhole, giant Jenga or ring toss with Heineken bottles. In another area, Heineken highlighted how many years it has sponsored the festival, and the various artists it has hosted in Heineken House, with a backdrop of all of the line-up posters Coachella (Goldenvoice) has published over the years.
“It shows the longterm partnership and engagement we’ve had with each other, and lets you see which year spoke to you. There have been some great acts that not only Goldenvoice has had at the festival, but that Heineken House had, that are now main-stage artists, so that was a cool moment to create,” Karimi says.
Heineken House this year also featured its newly launched Heineken 0.0 innovation, a beer without alcohol that helps Heineken fulfill a mission to create “something for everybody.” Whether it’s a beverage in the morning or to cool off, festivalgoers can sample Heineken 0.0 within the footprint or purchase it at bars across the festival grounds. Agency: Corso, New York City.
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Photo courtesy: Jesse Lirola