Heineken The City by Tjep.



Dutch designers Tjep. have created the interior of Heineken The City, a new brand store in Amsterdam, the Netherlands, which opened last month.


The store comprises six buildings and includes a clothing shop, beer shop, music recording studio for young musicians and a ticket centre for events and trips organised by Heineken.


The interior incorporates a three-storey refrigerator and logo made from ice.


The designers claim that the store is the first in Europe where all lighting is LED-based.


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The following information is from Tjep.:


Heineken: The City

What do you do when Heineken asks you to design their first shop? Do you place furniture and displays into a given space? We thought it would be rather more appropriate to pour furniture into the six monumental buildings located in the heart of Amsterdam, as if we were filling a cold fresh glass of Xtra cold Heineken.


This concept translates into displays that evolve seamlessly from the floors to the walls and ceilings in abstract dynamic wave movements. The idea of coldness is consequently applied through the whole shop design including the lighting which is 100% LED based (the first in Europe).


You will also find a three story high fridge (possibly another record) containing all the Heineken bottles from different markets around the world. Alongside the fridge an ice crystal evolves along the wall containing over 600 Heineken bottles.


When you enter the shop you feel a cool breeze coming from the logo written in real ice on a metal wall (yet another a novelty). The central space features a monumental glass staircase, the material choice throughout the shop constantly supporting a sense of coolness. The floors are made of a new product developed by Senso which features an abstract graphic representation of ice cracks and a large watermark. The cashing desks are sculptural crystal shapes.


The shop is devised in four sections:

  • The fashion department featuring specially designed clothing by cutting edge fashion designers, Daryl van Wouw being the first to create a collection.
  • The ultimate beer shop featuring 'The fridge'.
  • A fully equipped recording studio for young music artists: Refreshing Sounds Studio.
  • A tickets and travel section for trips and events sponsored by Heineken.

tjep-heineken-3.jpgInformation from Heineken:

Heineken is to add a new dimension to its marketing by opening a unique, ultramodern concept store: Heineken The City.


Launching July the 5th in the brewer's home city of Amsterdam, the store comprises of six buildings where special products and services will be sold in the sphere of music, fashion, travel & events and, obviously, beer.


Marketing manager of Heineken Netherlands Herwin van den Berg, said, "Heineken The City is not a catering establishment but a concept store that stimulates all senses and where real Heineken 'wanna-haves' are for sale.


"We literally want to bring 'Heineken - Serving the planet' to life with this store. With beautiful products and exclusive services the Heineken brand makes life just that little bit more pleasant."


The design of Heineken The City claims to be "revolutionary", full of the latest technical devices, including speaking mirrors, 3D TV screens, an ice wall and interactive pillars. This store is the first in Europe to be 100% LED-lit.

Products and services available in Heineken The City are divided into four cornerstones: Refreshing Sounds Studio (music), Fashion, Tickets & Travel (for trips and events) and a Beer Shop (selling beer-related products).

Highlights include limited edition sneakers, special beer bottles from Asia, the opportunity to create self-designed Heineken bottles, or book a fashion tour of Amsterdam.

Heineken The City targets Dutch consumers and will be open seven days a week.

Size: 250 m2

Posted on Tuesday August 12th 2008 at 5:52 pm by . Copyright policy | Comments policy

  • One

    This IS very boring…

  • Maxence

    I like the bottle map, but the rest is a kind of karim raschid, to plastic. Ok we have eames’s chairs…incredible.
    We talk about ecology etc. and a beer factory creates a walt disney store for the beer, to buy anything in the name of fashion, music, and other weird stuff. It’s sad. What we could do…blame designer ? architect ? Heineken ? Walt Disney ?

  • B

    would it be better if they focussed on brewing good beer. that already is quite a task for them I would think.
    limited edition sneakers ..with heineken logo’s?? im curious,..but probably not interested.

  • edward

    Yeah, I’d like to buy my brews there. But I’m a Warsteiner man.

  • bald skull

    frat boy heaven!

  • Azeem

    Beautiful ,Impressive,chic & modern!!

  • mama14

    yawn again

  • dag


  • florian

    still the beer tastes like piss! no matter how nice the beer-boutique is..
    and its still beer not champagne. So double failed wrong drink wrong and bad taste.

  • A Dev

    It seems to fit more with a low grade mobile phone shop than a beer brand. The t-shirt manikins for a start should not be size 8 woman with nice chest. Try 48″ waist with over hanging belly and man boobs. It feel like the brief was for a sports drink brand rather than a hi calorie beer, but then again thats probably what they wanted. Nice try.

  • tom

    yeah tiep! yeah tina!

  • jur

    Check out . This website – which can also be admired at the new Heineken The City – provides you all the creative freedom you need to design and buy your own Heineken Longneck. By using patterns and graphic elements you can create your very own bottle. While designing, you can always get a 3D preview simply by clicking the Heineken Longneck icon.

  • jur
  • future

    only green color is gooooooooooooood

  • PW

    A very obvious and knee jerk response to the Heineken brand. Displaying too many old tricks, it screams desperation and overkill. I don’t blame the designers, I guess it required a more discerning level of creative direction in the early stages.