Heineken ‘Lightstreaks'

Drawing With Light In working with Heineken for the launch of their new aluminum STR bottle, we were tasked with designing a way to “Light up the Night”. Knowing that the bottle was going to be launched at Salone Del Mobile, a prestigious design fair in Milan, we worked hard at creating something that could be a part of the fair and not just a promotion. The first thing that came to mind was creating an interactive installation that would allow people to truly connect with a piece of artwork. In creating this installation our building blocks were Microsoft Kinect-based hardware and custom software that would generate light streaks and designs in response to the movements of people and the Heineken STR bottle. The installation allows up to 6 people to actively engage with a mirror that incorporates key elements of Heineken’s brand into its design. The graphical patterns are mapped on top of the audience’s reflection and then back-projected onto a huge interactive mirror. In going one step further we incorporated various predefined animations (like the Heineken star logo) that can be triggered by the audience adapting to certain poses. In addition we developed VJ content that could be re-used over and over again, and compliment our interactive mirror installation. We started with a short animated film that incorporated the designs of the bottle, and then moved to integrate the footage into loopable VJ-content that could be tweaked and mixed live by club VJs and DJs. The mirror and VJ content were such a success that it went on the road and toured a number of locations around Europe, engaging Heineken drinkers in a brand new way and promoting the new STR bottle.