Jazzfest in Puerto Rico
to new location
Container converted into
Heineken bar in Tokyo
Heineken's importer in
Puerto Rico, Mendez Co.,
held its customary
Heineken Jazzfest again at
the end of May. For the
1992 edition a move had to
be made to a bigger loca
tion because of the ongoing
growth in attendance figur
es.
The festival lasted for
four days and, as is tra
ditional, admission was
free-of-charge. The artists
appearing were Andy
Narell, Michel Camilo (to
whom this year's Jazzfest
was dedicated), McCoy
Tyner, Charlie Sepulveda
and Giovani Hidalgo.
Join two containers
together and then fit them
out as a bar. This simple
but brilliant idea was used
by Heineken Japan for tem
porary 'occupancy' of plots
of land in the very centre of
Tokyo.
Land prices per square
metre are rocketing in To
kyo city centre and space is
at a premium. So the result
is many high-rise office
blocks, apartments and
shopping malls. Sometimes
a small plot of land - des
tined for yet another sky
scraper office block - re
mains unused for a while.
Heineken Japan exploited
this "gap" in the market for
a temporary Heineken pro
motion. Two 40ft contain
ers were joined together
and fitted out as a bar. The
outside of the bar is deco
rated with a big Heineken
bottle. The bar also has a
pavement café area.
In due course, when the
owners of the plot of land
decide to start building on
it, the bar can be dis
assembled and moved to
another temporary site.
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