Heineken: Rivalry Week

Interactive experiences at major events serve as engaging, immersive spaces where brands can connect with attendees through activities, games, and themed environments. These experiences are designed to captivate the audience, offering a blend of entertainment and brand promotion. For Heineken's celebration of MLB's rivalry week, featuring Atlanta United versus Orlando City, the project was set to be an expansive and ambitious undertaking, transforming an entire city street into a vibrant fan zone.

The design for Heineken's event was intricate, incorporating an array of elements to entertain and engage visitors. The setup included numerous food trucks offering a variety of cuisines, a DJ booth with an adjacent dance floor for lively entertainment, yard games like table tennis and table soccer to foster friendly competition, merch booths equipped with custom screen printing stations for personalized souvenirs, and a bar and lounge area for guests to relax and socialize.

Given the project's scope and the need to accurately convey the proposed design to the client, my role was to meticulously recreate the entire street setup in 3D. Using maps and various reference photos of the location, I developed a comprehensive 3D model of the event space. Beyond just modeling, I crafted detailed storyboards that guided the client through the experience, enabling them to visualize every aspect of the event—from the layout of the food trucks and games to the flow of foot traffic and the ambiance of the lounge area.

This immersive approach in presenting the design allowed the client to fully grasp the scale and impact of the interactive experience, ensuring their confidence and approval before moving forward with the project. Through this process, I aimed to bridge the gap between concept and reality, providing a clear, engaging visual narrative that showcased the potential of Heineken's elaborate celebration of rivalry week.