Heineken Commerce week, amsterdam

Project Summary:

Bringing together the sales and marketing community from around the world, Heineken’s annual Commerce Week - on-line and in-person for the first time since 2019 - focused on the latest product innovations, global brand strategies, and new ways of winning the hearts of consumers over 4 action-packed days.

An inspiring programme of sessions, speakers, brands and product innovations ensured that the Heineken community were armed with the knowledge and insights that they needed to plan for a successful year ahead; all under the motivational headline of ‘Together We Win’.

As well as the Heineken brand itself, Commerce Week featured many other brands in the company’s portfolio, including Desperados, Tiger, Amstel and Strongbow; all of which needed to bring their brands to life in unique ways throughout the event. This included a vibrant Desperados Summer Party, designed to ignite the vibe and immerse guests in Latin culture.

With such a busy schedule and so much valuable content, it was important to avoid ‘information overload’ by working closely with brand-owners and presenters to tailor key messages and thoughtfully design every touch point, creating a coherent and memorable experience throughout.

“Meeting the many talents across the company and seeing their commercial assertiveness leaves me feeling inspired and energized!” (Dolf van den Brink, Chairman & CEO, Heineken)

Role:

3D Design Lead 

Working alongside our Creative Director, helping to shape the overall 3D design concepts, focusing on the main stage set for broadcast and the marketplace area, where Heinekens other brands were brought to life. Leading a team of 3D designers and visualisers and working closely with the technical team to produce detailed drawing packs that translated the creative vision into buildable solutions, addressing practical constraints such as space, materials, and structural considerations.
Additionally creating an artwork, build, furniture and propping decks that tracked every design asset in each area of the event, ensuring a seamless handoff between design and onsite production teams.
Throughout the build and live event phases, hands-on oversight and resolving design challenges in real time were my main focus, ensuring every detail met our high standards of quality and aesthetic integrity.
The extremely limited timeframe made this especially demanding - we only gained access to the venue at 1am on the day of the event, with doors opening at 4pm the same day - Delivering a project of this scale under such tight constraints was a true test of efficiency, teamwork, and precision.