Case Study: Heineken transforms abandoned Valencia warehouses into a cultural destination with Greenspace

Heineken creates a cultural destination with Greenspace, delivering €4.7M in media value

Heineken International engaged Greenspace to address the challenge of connecting with young-adult consumers through a novel cultural initiative. The goal was to move beyond traditional marketing and create a meaningful, lasting brand experience.

Greenspace conceived and delivered an experiential marketing project named Heineken Greenspace. The solution involved transforming a block of abandoned warehouses in Valencia into a cultural destination through a public/private partnership. The project generated €4.7 million in media value at launch, hosted over 400 events, and culminated in the site's permanent restoration as a self-sustaining cultural center named Las Naves, creating a significant legacy for the city.

Heineken