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Thousands of visitors
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k descended upon the site
during its opening week
partying and taking in the
greenspace message
A new kind of space
THE WORLD OF HEINEKEN
Each night of the
opening week
was sold out
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Artista
Artist
DERRICK MAY
DJ Derrick May
It's Friday night and the heat of an Indian summer is in the air, this being
Spain it's almost 25 degrees even though it's late October. A massive
warehouse packed with hip, urban young adults ar here to catch the
international rock band, Sonic Youth for a sold-out show. There's a full line
up that will last until 4 am—DJ Mathew Herbert will play as will Mono ya
Mono and Enrique Morente—and the crowd is up for it, shaking their fists in
the air with pure excitement. As we speak, the alternative fashion designer
House of Diehl is on stage, cutting up clothes and sewing together a new
collection right before our eyes, decking models out with on the spot haute
couture. The music pumps, the crowd goes mad. Some filter in from
Djs and electronic music rocked the crowds into the morning hours
another warehouse where a design exhibition is being held, others from the
cinema space that's showing premiere films. All the while green lights soak
the once disused warehouse spaces in an unmistakable Heineken glow. A
Spaniard by the name of Maria Villar López tells me, "I saw the newspaper
ad and I thought what the heck, check it out. But now that I'm here, I gotta
say, pretty cool. We need more of this in Valencia."
Welcome to greenspace, a new event and venue concept of Heineken that
blends culture with space, ideas with action. It's a new and groundbreaking
idea to connect the Heineken brand with consumers, part of global Meet
You There campaign although localized and intimate, greenspace is a
project comprising a physical space, which in the most recent case is a
warehouse area in Valencia, Spain. Cultural projects are staged and
fostered in these warehouses, events of different varieties—be they music,
design, cinema or other kinds of arts—with a strategy for sustainability,
renovation and stakeholder partnerships. In the current location, in Spain,
there are three warehouses, each housing a different communication
medium: a cinema, a design space and a music hall. Inside, one finds
shipping containers—the kind used to ferry cargo aboard freight barges-
painted green, cut open and transformed into mobile gallery spaces. As for
events, the opening week demonstrated how these spaces play host to their
disciplines: the cinema showcased new Spanish filming talent; the music
warehouse held capacity crowds for international bands such as Sonic
Youth, DJ Derrick May and others; and the design area staged contemporary
projects by local initiatives as well as international ones like the
Lomography Project and Rem Koolhaas' AMOMA, one of the most
prestigious and famous architectural firms in the world, greenspace is an
invitation to 'co-create' the brand: a way to reach saturated and media-
weary consumers who want their brands to be exceptional before they will
accept them, "greenspace is a unique six day event that really goes beyond
the norm," says Walter Drenth, Global Marketing Communication Manager
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