Heineken unveiled its latest “Imagine” campaign aimed at encouraging discovery of the brand.
Visitors were treated to a creative showcase with a heady mix of creative visionaries and transformed the brick-and-steel interior of Slate@The Row into an intuitive art space titled #ImagineKL.
Blurring the lines between art and entertainment, #ImagineKL took a look at the analogue and digital worlds we live in and invited consumers to challenge their preconceptions.
“Heineken is proud of its creative roots, constantly championing invention, innovation and looking out for creative talent to collaborate with,” said Heineken Malaysia Marketing manager Loh Ee Lin.
“This iconic innovation project is no different as we embarked on the two-day creative showcase with some of Malaysia’s most inventive artists.”
Visitors had the opportunity to explore the interplay between light and presence in the dimension through “Tesseract”, in which artist Jun Ong used everyday objects to create invisible canvases that speak of the link between production and consumption in society.
Themancalleduncle (Callen Tham), All is Amazing, Boris Foong and Blur worked together on “Colourama”, a three-piece installation with a playful approach to their concept of image and animation.
Visitors were also treated to an engaging experience of photography and projection technology, a Berberscope and an immersive take on the centuries’ old kaleidoscope.
Artist Dam Interactive’s networks of green pipes – known as “Walls have Ears” – snaked around Slate to collect sounds.
Music artist Yan Jun then remixed the surrounding ambient sounds which were shared with the audience through wireless headphones.
Local fashion designer Joe Chia showcased Untitled, a collaborative work with Kontak!, which expresses the connection between the clothes people wear and the space they occupy through a translucent free form structure.
Social entrepreneurs Biji-Biji Initiative designed “Lasersonic”, which pulled light into the realm of sound to create laser-guided melodies. The interactive installation enabled consumers to create sounds by passing their hands through a beam of light.
Biji-Biji also presented “Popping Star, in which they recreated the iconic Heineken Star by repurposing used Heineken bottles.
Of course, no Heineken event would be complete without music.
Heineken’s local DJs including LapSap, Twilight Actiongirl, Ethan Curzon, Hulkas, JHIN, HypeEm Beats and Indiego & Co. filled the showcase with their unique sounds, accentuating the artistic experience designed to spark social conversations.
Visitors were also treated to the progressive sounds of live music performances by Like Silver, Dae Kim and Flica, which offered another unexpected twist to the #ImagineKL showcase.
For details, log on to www.instagram.com/HeinekenMY or www.facebook.com/Heineken.