Heineken Champions Express
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Bianca served as lead Executive Producer for this Coterie Spark Production under the helm of Latino Marketing agency, Remezcla, representing Heineken.
The Heineken Champions Express was an immersive event activation that transformed an empty warehouse into a train experience in three distinct environments: ticketing + train departure station, a fully functional train experience, and the final destination-a soccer pitch in Lisbon.
The experience began by welcoming guests into a European style train station. Once ticketed, guests proceeded to enter an immersive, imaginative train for a journey to an unknown destination. The train was built by Staging Solutions as a combination of practical scenic and AV with the use of simple sensory devices to offer a transformative feel such as bass booming from the flooring to create a train feel, paired with movement through LCDs enclosed to appear as train windows. Once the ride was complete, "passengers" entered into an unexpected soccer pitch, complete with bleachers and a main stage for a viewing party of the UEFA Champions league finals of Madrid versus Barcelona.
The culinary experience was designed and delivered by Monica Pope; an upscale concession stand experience to accompany Heineken USA products. Music and Emcee entertainment featured local DJ Bombom accompanied by futbol trick performers and more. The scale of the activation, the level of detail, the epic nature of the guest journey, and experience all packaged as a futbol watch party, made this a timeless concept that stands alone to this day.
brand | Heineken
creative concept + Latino Marketing Project Lead | Remezcla
event production | Coterie Spark
executive producer w/ Coterie Spark | Bianca Ferrer, madpot creative
audio visual + scenic design | Staging Solutions, Inc
culinary | Monica Pope
venue | Silver Street Studios
photography | David DeHoyos Photography