As lead designer on a Heineken Masterclass event, I worked to develop multi sensorial experience that took guests on a journey of discovery. Utilizing powerful visual stimuli, state of the art projection mapping, contemporary design and tactile materials to tell an engaging and interactive brand story.
Guests located their position in the venue via strategically placed red stars on the floor. The story was told in three phases, with each phase, the surrounding walls change via a state of the art projection mapping along with tactile objects, materials, and ingredients. The juxtaposition of the physical and visual experience further enhanced the story telling and fully immerses guests into the master class narrative and key messaging.
The activation culminated with guests putting their learnings into practice and experiencing the "perfect pour" first-hand.