Heineken, one of the most traditional beer brands in the world, and Barry Music, launched, on August 9, 2014, the Heineken Glass Room project in Curitiba.
Concept, production and realization of the project were all in the hands of Barry Music, which has developed a "pop up bar" in a space entirely made of glass on the ground floor of Oscar Niemeyer museum. In order to encourage people to explore the best of their cities and bring the Curitiba consumer closer to the brand through innovation, the project stirred up the weekends in Curitiba with the best in music, art and good food, and lots of Heineken beer. The initiative, lasting four weekends, had free admission.
The positive results, the impact and success of the project led Heineken to continue the partnership with Barry Music for a 2015 edition of the Heineken Glass Room.
12 parties held
80 hours of experience with music, art and food
R$1.7 million in spontaneous media
More than 1,000 photos shared with hashtags associated to the event
5,000 liters of Heineken