Heineken at MECA Inhotim 2024

Context:
The event takes place at the Inhotim Institute, home to one of the largest collections of Contemporary Art in Brazil and considered the largest open-air museum in the world.

CHALLENGE:
The institute is located in Brumadinho, outside the urban center, making the materialization of the "Green Your City" brand concept more challenging.

ADVANTAGE:
Inhotim is an art museum

Leveraging the actions of the Green Your City platform, we created the Heineken® Stage for the brand, which brought as a pillar of sustainability the reuse of materials and structures from other music festivals in the country in the construction of the installation in partnership with the artist Kauê Fuoco through a upcycling proposal for the composition of the stage scenery. Thus, we unite Inhotim's art with the sustainability and music goals with which Heineken® works, consolidating the brand's role in this segment.