Heineken's "The Bar is Yours" competition in Stockholm 2023 let participants run a bar for an evening. They customized the bar, created a special menu, and organized entertainment. The event celebrated creativity and community with a fun, interactive experience.
II aimed to create an old-school concept reflecting Heineken's history, dating back to its founder Gerard Adriaan Heineken's era. The idea is to transport people to the 1920s, when hidden private bars served alcohol during prohibition.
Imagine a cozy and secretive Heineken bar that transports you to the 1920s Prohibition era, when people had to visit "speakeasies" to enjoy a drink. This concept captures the mystery and allure of those hidden bars from that time.
Bar Name
Heineken Speakeasy Corner.
Payoff/Slogan
For Good öl times.
Concept
Heineken Speakeasy Corner is a compact bar reminiscent of the illegal bars of the 1920s, offering a simple yet captivating experience.
Location
Stockholm, Södra Teatern.
Décor
Vintage Aesthetic: Decorate the corner with vintage furniture, dark wood, and subdued lighting to create a speakeasy ambiance.
Prohibition-Era Art: Display black and white photographs and artwork from the 1920s depicting scenes from the era.
Heineken Memorabilia: Include Heineken-branded items and advertisements from the 1920s as part of the décor.
Menu
Classic 1920s Drinks: Offer a short menu featuring classic cocktails from the 1920s, such as the Old Fashioned, Manhattan, and Gin Rickey, along with Heineken beer.
Speakeasy Snacks: Serve simple yet delicious snacks popular during Prohibition, such as cheese platters, deviled eggs, and charcuterie.
Entertainment
Jukebox with Jazz Playlist: Play a selection of jazz and swing music from the 1920s in the background to set the mood.
Trivia and Board Games: Provide customers with board games, card games, and trivia cards inspired by the 1920s for a fun and social experience.
Interactive Features
Prohibition Era Facts: Create small information cards or coasters with interesting facts about the Prohibition era and Heineken's history during that time.
Password Entry: If space allows, consider implementing a password system (with a simple password that customers can say to gain entry) to mimic the secrecy of speakeasies.
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