When Heineken approached STRAAT to breathe new life into a social gathering space within their Amsterdam headquarters, they sought more than mere decoration. They invited a story — a visual narrative that would channel their guiding spirit into a vibrant, communal mural visualized by street artists.
As one of the world’s most iconic brands, with roots in Amsterdam and a reach spanning over 165 breweries across 70 countries, Heineken’s request was both an honor and a moment of creative responsibility. straatmuseum.com
“Eventually, STRAAT entrusted the task to StudioZEPA, the duo renowned for marrying abstraction and realism, and for conjuring harmony through bold color, symbolic form, and layered meaning.“
Heineken approached STRAAT Museum to find street artists that could create a mural in a new social area of their building in Amsterdam. Being one of the most recognizable brands in the world with over 170 breweries world wide, it was very humbling for us to receive their request.
“Our painting is about Umoja — the spirit of togetherness, which celebrates the coming together of people.”.
This aligns with Heineken’s mission statement – “brewing the joy of true togetherness”. The colorful shapes in our paintings represent cultural diversity, binding all of us across cultures, further emphasize the theme.
The well known dancing buildings make reference to where Heineken all began – Amsterdam. These integrated with the bottle shaped cut outs in the wall support a festive tone. Our colors reflect the Heineken brand, with a few extra color pops.
https://www.heineken.com/nl/nl/home
More info on the collaboration with STRAAT here:
https://straatmuseum.com/nl/heineken
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