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Outcome

The Sound Atlas series successfully brought Heineken’s global positioning to life in Ireland, embedding the brand within music culture through high-profile talent and immersive experiences. By curating artists of international stature and delivering standout venue activations, Heineken was able to connect with audiences in a way that felt authentic, aspirational, and unforgettable.

Heineken

Bringing global music culture to life through curated talent and immersive brand experiences

Summary

We collaborated with Heineken on its Sound Atlas campaign, delivering a series of live experiences that connected the brand to global nightlife and culture. Our role spanned curating international talent—including Satoshi Tomiie (Japan), Kate Simko (Berlin), and Étienne de Crécy (Paris)—and designing venue setups tailored to each show. By combining music credibility with immersive production, we created experiences that reflected Heineken’s global identity while engaging Irish audiences at a local level.

Heineken

Strategic Objective

  • Position Heineken as a cultural connector within music and nightlife

  • Curate globally respected talent aligned with the Sound Atlas concept

  • Design venue experiences that translated international music culture into local events

  • Deliver memorable activations that deepened brand authenticity and audience engagement

Consulting Approach

Talent Curation

  • Sourced and booked international artists across key cities and scenes

  • Balanced global credibility with accessibility to local audiences

  • Reinforced the Sound Atlas narrative of Heineken as a passport to global nightlife

Venue Setup & Production

  • Designed and implemented immersive venue experiences inspired by each artist’s cultural background

  • Integrated innovative installations (e.g., interactive music technology, lighting, staging) to enhance audience engagement

  • Ensured consistency with Heineken’s brand guidelines while delivering unique experiences per show

Cultural Activation

  • Positioned each event as both a live performance and a brand activation, seamlessly merging music and marketing

  • Encouraged audience participation (e.g., creating loops, interacting with visuals, shaping the set experience)

  • Extended cultural resonance through supporting campaigns and partnerships

Heineken
Heineken

Client Partership

  • Worked closely with Heineken to align talent and creative direction with brand objectives

  • Coordinated between international artists, local promoters, and production teams

  • Delivered fully integrated events that balanced brand visibility with cultural credibility

Heineken

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