Heineken The City - Interior Design of Heineken Concept Store

Designed by the Dutch design company Tjep, Heineken's first concept store. This 250-square-meter space includes a fashion department, a beer shop, a fully-equipped recording studio - Refreshing Sounds Studio - open specifically to young musicians, and an events area offering ticket services and tourism information.

Standing at the entrance is a three-story high fridge storing 600 bottles of Heineken from markets all over the world, with an ice logo on the metal wall, a giant glass staircase in the central area, and an abstract concept of ice cracks used for the flooring, which together give the entire space a continuous icy feel.

Heineken The City is an ultra-modern new marketing concept, highlighting Heineken's international network and brand image, while fully showcasing the latest technical equipment, including speaking mirrors, 3D TVs, ice walls, and interactive devices. Heineken The City is also Europe's first store to use 100% LED lighting.