HEC Heineken Entertainment City is a project for Heineken Italia that needed to have a temporary place to organize events, let customers enjoy their products, sell their merchandise. Also, the place needed to hint at the world of football, a very important issue for Heineken which is the official sponsor of European Champions League.

So my idea so to turn this place into a huge 17m high souvenir that encloses within a city, which I thought as “the Heineken city”. The idea gains support as Heineken is known as a very cosmopolitan brand oriented to the young people who like to enjoy “big city life”.

The Interior Design is concentrated and then reconstructed into a small town using all objects and street furniture which were specifically rebuilt for Heineken according to their own needs.

Several professionals worked together for this project, such as an engineer and a designer, all trying to create an ambition but concrete project.

Vanessa Boccia