In 2023, Heineken, a global icon in the world of premium beer, collaborated with Events Direct to create a one-of-a-kind brand activation at the Auckland ASB Tennis Open. The “Heineken VIP Glasshouse” was an exclusive oasis of sophistication that provided tennis enthusiasts with a premium viewing experience amidst the exciting tennis matches.

Events Direct conceptualised an activation that embodied Heineken’s commitment to excellence and premium quality. The design seamlessly blended luxury with functionality, creating an ambiance that exuded exclusivity and class.

The Heineken VIP Glasshouse was perched on a scaffold platform, strategically positioned to offer guests an unparalleled view of the tennis matches. This elevated vantage point elevated the entire experience, allowing attendees to enjoy the games in style.

To reinforce Heineken’s premium branding, Events Direct custom-built a concrete wall feature that served as the backdrop for the VIP area. This artistic installation not only showcased the brand but also added a touch of sophistication to the environment. Acknowledging the warm summer climate, Events Direct also designed and constructed a fan wall. This unique feature effectively mitigated the heat, ensuring the comfort of guests and enhancing their overall enjoyment.

The activation was adorned with Heineken’s iconic branding elements, creating a cohesive and immersive atmosphere that reinforced the brand’s image. Elegant decor and comfortable seating further enhanced the ambiance.

The Heineken VIP Glasshouse at the Auckland ASB Tennis Open 2023, masterfully created and managed by Events Direct, left a lasting impression on attendees. It provided an exclusive and luxurious oasis within the tennis event, allowing guests to savour the matches while indulging in the premium offerings by Heineken.

This activation not only strengthened Heineken’s association with sports and entertainment but also showcased its commitment to creating memorable and exclusive experiences for its clientele.