Heineken contacted ABV looking for a large scale brand activation based around visual art. Over about a year, ABV designed and developed the Art Pyramid concept with the intention of bringing event goers an out of this world conceptual structure.
Heineken and ABV teamed up with Scope International Art Fair to build the pyramid on Miami Beach, and bring another interactive element to Scope’s already world-renowned lineup.
The Heineken House is a multi-sensory experience, featuring a Live Art Pyramid as the core. Standing over 35ft tall, the pyramid features 12 massive live art walls to be hand-painted over the six days at Scope Miami Beach. The interior features a covered bar serving ice cold Heineken.
- A Showcase of World Class Visual Artists
- Covered Bar with 3 Entrances
- Variety of Visually Simulating Lighting Effects
- High Top Bars Surrounding the Structure