Heineken Mobile Bar

Product Description

Brand Heineken partnered with 555 International to design and custom fabricate a one-of-a-kind premium mobile bar to be used for nightlife and hospitality events year-round. Over centuries Heineken has focused on elevating consumers’ beer experience through live events, sponsorship, and innovation. This bar is an expression of that objective – a true brand beacon and showstopper at first sight. 

Heineken’s core audience seeks exploration and discovery through new experiences. As Urban Achievers, they are both image and health conscious and leverage brands to express who they are. New trends in hospitality are leaning towards the removal of transaction-based experiences and opting for more conversational engagement. Leveraging this insight, we designed the bar with a peninsula formation to help encourage guest interaction with bartender, engaging in conversation around the product.

The illuminated back bar draws guests in through the shape of the iconic Heineken star, reinterpreting brand elements into a look that’s contemporary and sleek. The bar leverages sustainable bamboo wood materials by Plyboo, detailed with a custom cut pattern inspired by the brand’s 3 simple ingredients: water, barley, and hops. To create a glowing effect for nightlife, 555 integrated full LED illumination into the overall design, which is dramatized by detailing on the bar façade and back bar.

Knowing that the piece had to travel for several events, 555 created a custom crating system for streamlined load in and out, durable materials and construction to last heavy wear and tear, and assembly instructions for on-site teams. Finally, we collaborated with Heineken’s internal brand team to ensure that all equipment was up to their specification needs for the range of brand experiences offered.