fa
m:
The Heineken Tavern on Gran Canaria is
one of the projects that Him van Ingen looks
back on with reasonable satisfaction. He
made the first rough sketch of the frontage
during his stay on the Canary Islands. This
illustration shows that there's not much dif
ference between the first rough idea and the
reality.
According to Van Ingen, the essen
tial factor underlying the success of
every project is the mutual trust
between himself, the proprietor and
the export manager. 'You can only
build on a basis of trust. Besides this,
the proprietor must have given full
consideration to the financing and the
fact that the outlet will carry a
Heineken signature.'
'It depends entirely on the type ol
outlet. In some outlets you can work
with distinctive Heineken publicity
materials such as neon signs. In other
outlets you need to tone down your
approach. It depends on the character
of the outlet and on its surroundings.
But every outlet that we refit must
radiate the high quality that is worthy
of the Heineken name and obviously it
is given a Heineken flavour.'
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