Brand Activation - Fox Hotel
Design Clarity have been working with Lion, distributors of Heineken in Australia, inviting their top drinking venues across the country to participate in a unique experiment. The opportunity for the venues is to have a subtly-progressive brand activation for Heineken, giving a unique experience to their customers.
A considered interpretation of each venue’s design aesthetic and market demographic has evoked a collection of designs to translate the Heineken brand into expressive, memorable and conversation-starting artistic pop-up pieces.
The Fox Hotel has a spectacular 3-level open atrium space overlooking the bar. An indoor space with an outdoor courtyard feel – as it appears to have been created by covering in the space between two existing buildings. On arrival it was clear this sheer volume was the ideal location to create something customers would talk about.
A Juliet balcony projects into the void presenting the perfect performance platform for DJs overlooking the entire room. The venue has terrariums on the bar, large indoor trees and other greenery around the high walls, so the Heineken splash of green fits.
The design concept is a series of sci-fi glossy green pipes oozing out of an upper window and wrapping randomly down the walls to enshroud the DJ booth on the balcony below, which then continue to drop in a staggered pattern overhanging one of the key bar entry points. The pipes are ‘carrying’ Heineken bottles to the masses below. Open random cutouts show bottles on display with LED base illumination so they glow as the venue changes from day to night.
The pipes are basic PVC plumbers’ material, but have been elevated to new heights with ultra-high-gloss green paint.