Heineken brings greenspace to Malaysia
Art, music and party come together for a one-of-a-kind experience
Young urban adults in Malaysia seeking more engaging experiences beyond just clubbing will be delighted to know about the upcoming Heineken greenspace. A nightlong event featuring three different themes - art, music and party - Heineken greenspace promises to be an experience that celebrates going beyond the norm.
Heineken greenspace will be held at Zouk KL on 14 December 2005. Featuring a number of international and local contributors in three separate spaces - Arttack, Musicuts and Dancevolution, each space aims to engage and expose consumers to fresh and enticing experiences. Doors open from 9 pm onwards and tickets are priced at RM35 before 11 pm, after which, prices are RM40 for ladies and RM45 for men.
Dancevolution at Zouk Mainroom
The highlight of Heineken greenspace is the 'party' theme, aptly named Dancevolution, which will be held at Zouk Mainroom. Featuring headlining act, the Grammy Award winning Deep Dish from the US and supported by DJ K-Switch who snatched top honours in Thirst Japan 2005, the Dancevolution arena will be transformed to mirror the Western and Eastern cultural elements of the countries that each act is from. More interestingly, this ambience will be created mainly using interactive and digital media designed by IF Interactive, a digital media agency, which has won many awards for their cutting-edge interactive solutions and designs.
As American leaders in the international dance music arena, Deep Dish have become one of the most revered names in the genre. Widely-regarded around the world for their explosive live DJ gigs, the Los Angeles Times has even once stated, "There may be no other live DJ act better than Deep Dish." The duo's current smash single "Flashdance" peaked this September on the U.K. music charts at #3 and made its U.S. premiere in June as the #1 top-selling dance track on Apple's iTunes.
Musicuts at the Loft
Simultaneously, the Loft at Zouk will play host to Musicuts - a space that takes music to greater heights. Musicuts will feature local acts DJ Bryan Burger, DJ RaySoo and Twilight Actiongirl.
Clubbers will be the first to enjoy a unique collaboration between DJ Bryan Burger and DJ RaySoo, a new music direction called "Hotel Scandalos", which aims to provide an intimate, alternative space within the clubbing environment. "Hotel Scandalos" would be the more experimental side of electronic music, ranging from quirky minimal house to off-centre electronica and even the odd disco gem and dub reggae record, a truly 'going beyond' experience.
Meanwhile, Twilight Actiongirl will open people's minds and ears to new and vintage classic tunes, which the general masses have overlooked with their broad music policy which covers everything from Britpop to garage rock to ska to classic soul to leftfield electro and all points in-between.
Musicuts goes one step further by combining audio and visual arts in collaboration with Clickproject, the local chapter of the Lomographic Society. The ambience in this space will be enhanced to reflect the essence of Heineken greenspace using the experimental and creative approach to photography that is inherent in lomography.
Arttack at Zouk Outdoor
Last but not least, Heineken greenspace will occupy the outdoor area of Zouk to create the Arttack space. Audiences looking for more sensory stimulating experiences beyond music will be thrilled with the graphically piquant graffiti wall created by local contributors Plastic & Co. In addition, they will also have the chance to exercise their creative muscles and try their hand at graffiti painting.
Completing the Heineken greenspace event experience will be the limited edition Heineken ito, a quirky yet chic aluminium beer bottle that is embellished with an avant-garde design. Inspired by Heineken and designed by Ora-ito, one of France's most progressive and unconventional product designers, the Heineken ito is the complete article - a beer that simply looks as good as it tastes and is destined to become a definite sensation with "fashionistas" and trend-setters.
This event is the culmination of Heineken's latest marketing campaign, which was unveiled early this month. Creative and thought provoking messages are displayed at locations frequented by young urbanites, including boutiques, cinemas, music stores, saloons and shopping malls all around town. Heineken brand ambassadors attired in T-shirts that carry similar stimulating copy are also placed in high-traffic areas frequented by our target group.
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