THE quiet service lane between Plaza Batai’s shophouse rows was transformed into a pop-up bar last Friday night, complete with art displays and deejays courtesy of Heineken Malaysia’s latest campaign.
“Shape Your City”, the brewery’s latest global campaign, took place earlier at Penang’s Hin Bus Depot Art Centre in July, and recently in Jalan Batai.
As part of the attraction, local Malaysian designers were invited to collaborate with the brewery, to design and create new urban spaces.
Artists such as TheManCalledUncle (real name Callen Tham), design collective Pow Ideas and designers from social enterprise Biji-Biji Initiative produced three large installations, which were displayed at the event.
To add to the theme, Heineken also released six limited-edition “Cities” bottles – named after global cities such as Amsterdam, Rio de Janeiro, Seoul, Madrid, Sydney and Kuala Lumpur.
Three limited-edition cans for Amsterdam, Rio de Janeiro and Kuala Lumpur are also available.
Biji-biji Initiative’s Matthieu Mertens and Navin Binwani, who were part of the team that worked on its “Synth City Table” – a mash-up of wood, reused beer bottles and pipes said the synthesiser project had taken about two weeks to complete.
“And between 15 and 30 people, depending on what needed to be done,” said Mertens.
“This project had many people working on it – from carpenters and welders to electrical engineers and industrial designers,” said Binwani as guests kicked off impromptu jam sessions on the pool table-size structure.
Bartenders and beer promoters standing against the backdrop of “Koleidoscape” – two massive rotatable mirrored panels – were busy handing out ice-cold beers to guests.
Others were chilling out at black and white pavilions called Palletpixels that were designed by trained architects Jun Ong and Kyle E, complete with LED boards running messages like a ticker tape.
Ong said the black and white pavilions represented the duality of cities, with white representing their pristine side and black the darker underbelly of urban life,” he added.
Heineken Malaysia marketing manager Loh Ee Lin said the pop-up bar concept in Plaza Batai and Hin Bus Depot, was aimed at taking the lesser known parts of a city, and “disrupting” them to forge new connections among consumers.
“Here in Malaysia, Heineken is reminding its consumers to look up from their digital screens and have conversations with each other,” Loh laughed.
For details and announcements on Heineken’s Shape Your City, log on to www.heineken.com.my or follow Heineken on Instagram (@HeinekenMY) or Facebook (www.facebook.com/Heineken).