Who?
Known as the world's number one brewery, Heineken owns over 165 breweries in 70 different countries. Heineken was founded in 1864 by Gerard Heineken in Amsterdam, creating the basis of their signature beer we all know and love today.
Heineken came to the STRAAT Agency in search to capture their values visually in a vibrant image within their employee communal areas. Passion for consumers and customers, courage to dream and pioneer, care for people and the planet, and enjoyment of life were the values that were to be showcased. These values have been at the core of Heineken for the past 157 years. STRAAT connected Studio ZEPA to illustrate these values.
Artists
Artist duo Studio ZEPA (Page33 and Zesta) creates harmoniously colorful art. In their murals and post-graffiti works, they find the perfect balance between abstract and realism. They have a recognisable and distinguishable style, using illustrative linework and fauvistic color application. They often explore a general theme of globality, touching topics of tolerance, equality and inclusiveness.
What?
The Global Head Office for Heineken was renovated in 2024 to reflect the future state of working in a hybrid world post COVID. The 8 story building next to the Heineken Experience in Amsterdam was completely rejuvenated, including a new bar area on the ground floor. This bar area was created as a communal space that allowed the employees of Heineken to have a sense of togetherness and interaction. Heineken reached out to the STRAAT Agency to commission a high-level artist to create a mural that embodies the company’s mission of “Brewing the Joy of True Togetherness”.
From an extensively researched and curated list of artists, Heineken selected muralist duo Studio ZEPA. Studio ZEPA have designed and created a detailed artwork that allows the audience to unpick multiple storylines over a longer period of time. They wanted the employees of Heineken to be able to discover something new in the piece everytime they looked at it.
This bar is seen as the international meeting point for Heineken breweries from around the world. This is why Studio ZEPA began with the location Amsterdam. Without explaining the history of the iconic beer, they present symbols that international guests are likely to make a connection with. The iconic imagery of tulips and dancing houses serve as a backdrop to a scene of togetherness. The two iconic green bottles serve as a symbol of celebration which sit prominently in front of two people with expressions of joy. The skin color of the figures are bright but prominently green. Studio ZEPA consciously chose Heineken green as a color scheme to avoid people focusing on the ethnicity of the characters, putting the emphasis on unity and togetherness.
Click here for our STRAAT Agency main page
Our partners
Heineken: https://www.heineken.com/nl/nl/home
Studio ZEPA: https://studioZEPA.nl/
Tickets
