Design with a nautical soul and a hospitality spirit
Heineken asked us to create a unique space for its activation at the F&B@Sea trade show in Miami. We designed a cardboard boat stand that works as a meeting point, tasting bar and immersive brand experience.
From the bow with backlit shelving to the star-shaped tables, every detail was designed to attract, invite and surprise. A bespoke project, with a premium finish and sustainable materials, created to make an impact in the competitive world of onboard events.
A bar that sails with its own identity
The centrepiece of the stand is a cardboard bar with a finish inspired by boat interiors. We designed several versions before arriving at the race track format, aligned with Heineken’s brand image.
The interlocking slat structure creates an enveloping silhouette, enhanced with LED lighting and a green finish edged in white. The interior was equipped like a real bar, with hospitality furniture and functional access. The whole design revolves around creating a premium floating bar experience: functional, distinctive and surprising.
Spaces to talk, toast and share
We created two distinct areas for attendees to enjoy the Heineken experience. The first is open and designed for socialising, with benches and stools inspired by the brand’s red star. The second is more intimate, recreating the interior of a boat with integrated benches, star-shaped tables and small porthole windows decorated with custom graphics. In some of them, we installed screens showing brand visuals. Both areas invite people to connect and reinforce the brand identity in every detail.
From photo backdrop to interactive shelving
The photocall sits at the bow of the stand and is made from interlocking, backlit cardboard slats.
It incorporates shelving for beer bottles, creating an attractive visual backdrop for photos and social media content.
This multifunctional structure is completed with Japanese-style graphic fans, designed as a keepsake for visitors. The whole installation acts as a memorable brand showcase. Lightweight, sustainable and original. A perfect point of connection between design, storytelling and corporate gifting.
Let´s make it real
on time and on budget.
