Whereas cities are crowded and vibrant, life there can really feel remoted for residents. Greater than half (57%) of metropolis dwellers in London, Seoul, Tokyo, New York, Paris, and Sydney reported feeling lonely usually, regardless of residing in densely populated areas, in response to a Heineken-commissioned OnePoll survey.
The beer large is tackling city isolation by turning ignored areas into hubs of connection. “Rooftop Revival,” created by company LePub, is Heineken’s newest effort to encourage in-person social connections.
Heineken launched its challenge in a spot that exemplifies this city paradox: Seoul, South Korea, one of many largest cities on the planet. When considered from above, Seoul additionally has a excessive variety of flat rooftops, a lot of that are painted the identical shade inexperienced of Heineken’s model.
The Dutch brewer remodeled a few of these rooftops into areas for social occasions. Greater than 8,000 folks throughout three days utilized to attend the occasions, which included a set from Dino, singer of Ok-Pop group Seventeen; a design workshop with modern artist Cha Inchul; and an interactive meals tasting with celebrated chef Cho Seohyeoung.
Impressed by pyeong-sang, a conventional Korean wood platform used for outside socializing, Heineken blended this custom with its emblem and branded every area with red-star parasols. Every parasol held an icebox and Bluetooth audio system.
Aerial photographer Tom Hegen documented the method of remodeling the rooftops, and his images can be utilized in out-of-home advertisements showing in Seoul within the coming weeks.
“We might not be capable of redesign whole cities, however we are able to encourage folks to rethink the areas round them. By reviving ignored rooftops into vibrant hubs, we’re creating locations the place folks can join, create, and have fun collectively,” Nabil Nasser, world head of Heineken mentioned in a press release.
“Our crimson star in opposition to a inexperienced backdrop isn’t simply an icon… It’s a calling card for communities to return collectively, share experiences, and rediscover the enjoyment of social connection over an ice chilly beer.”
