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Night view of the Heineken bar with visitors, parametric bamboo structure glowing green with surrounding tropical vegetation.

Bar & Stage Heineken by Atelier Marko Brajovic

Date 2018-11-01
Organization Atelier Marko Brajovic
Client Sherpa42
Director Marko Brajovic
Manager Bruno Bezerra
Team Daniel Nunes Locatelli, Rafael Ohashi, Gustavo Marinho Oliveira
Development Hybrida
Location Inhotim (MG), Maquiné (RS), Recife (PE), São Paulo (SP), Rio de Janeiro (RJ), Brazil
Link Palco e Bar Heineken at Atelier Marko Brajovic

Atelier Marko Brajovic was invited to develop an itinerant stage and bar for the MECA Festivals 2018 series. The design drew inspiration from the brand’s visual identity, with the iconic Heineken star serving as the creative starting point. Using parametric design on the star’s geometry, the team created dynamic framings. The structure was constructed from bamboo and metallic connections in such a way that disassembly, transport and re-assembly were possible.

The Heineken sponsorship was part of the brand’s #LiveYourMusic platform initiative to support musical concerts and festivals globally. The installations traveled to multiple cities across Brazil: Inhotim (MG), Maquine (RS), Recife (PE), Sao Paulo (SP) and Rio de Janeiro (RJ).

Band performing on the Heineken stage, with musicians singing and playing guitar under the parametric bamboo structure illuminated in green.
Band performing on the Heineken stage, with musicians singing and playing guitar under the parametric bamboo structure illuminated in green.

Bar

The bar installation featured a parametric structure in which the rotation and spacing of each bamboo element created an organic, flowing shelter that captured the brand identity in an architectural form.

Heineken bar at the MECA Festival during twilight, showing the full parametric bamboo structure with green illumination.
Heineken bar at the MECA Festival during twilight, showing the full parametric bamboo structure with green illumination.
Night view of the Heineken bar with visitors, parametric bamboo structure glowing green with surrounding tropical vegetation.
Night view of the Heineken bar with visitors, parametric bamboo structure glowing green with surrounding tropical vegetation.
External night view of the Heineken bar installation, showing the illuminated parametric bamboo structure extending from the building.
External night view of the Heineken bar installation, showing the illuminated parametric bamboo structure extending from the building.

Technical Drawings

The parametric design was developed in Grasshopper for Rhino, allowing for flexible adaptation of the structure to different festival venues across Brazil.

Grasshopper definition used for the parametric design of the Heineken stage and bar installations.
Grasshopper definition used for the parametric design of the Heineken stage and bar installations.

Stage

Front elevation of the Heineken stage showing the star pattern formed by the rotated bamboo arrangement.
Front elevation of the Heineken stage showing the star pattern formed by the rotated bamboo arrangement.
Isometric view of the Heineken stage parametric bamboo structure.
Isometric view of the Heineken stage parametric bamboo structure.
Floor plan of the Heineken stage.
Floor plan of the Heineken stage.

Bar

Front elevation of the Heineken bar.
Front elevation of the Heineken bar.
Isometric view of the Heineken bar.
Isometric view of the Heineken bar.
Floor plan of the Heineken bar showing the layout and bamboo connections.
Floor plan of the Heineken bar showing the layout and bamboo connections.