As part of its ongoing push to connect people IRL — beer needs to be consumed in person, after all — Heineken is turning overlooked urban infrastructure into vibrant gathering spaces. In Seoul, the beer brand partnered with local culture-makers to transform unused rooftops into social venues, revealing their locations through satellite imagery marked with Heineken's red star. The activation included intimate performances from K-pop artist DINO of SEVENTEEN, a workshop with contemporary artist Cha Inchul, and an interactive culinary experience with chef Cho SeoHyeoung. Aerial photographer Tom Hegen documented the transformation from above.
New research commissioned by the beer brand reveals that 57% of city dwellers across London, Seoul, Tokyo, New York, Paris and Sydney frequently experience loneliness, despite residing in densely populated areas. In Seoul specifically, 53% of residents say their city prioritizes productivity over social connection, and 37% report insufficient social spaces. Yet when viewed from above, Seoul possesses one of the world's highest proportions of flat rooftop space — much of it painted green and sitting unused. By challenging Seoulites to track down the venues, Heineken created both a treasure hunt and a proof of concept for reimagining urban infrastructure. (Related: Architects compile a catalogue of ideas for rooftops.)
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Cities worldwide face a "proximity paradox" where physical density coexists with social isolation. As urban spaces increasingly prioritize work and productivity, 60% of global city dwellers believe forgotten areas in their neighborhoods could be revived for better social experiences. This sentiment jumps to 70% among younger generations, who are most affected by ever-shrinking living spaces and digital-first lifestyles.
Heineken's approach demonstrates how brands can address urban loneliness not through building new infrastructure, but by unlocking overlooked spaces that already exist. The strategy taps into growing demand for authentic, in-person experiences while positioning the brand as a facilitator of genuine human connection.