Canary Wharf ice rink glows in RPM Heineken activation

RPM's UV-light activation at Heineken's latest Design Night event
RPM's UV-light activation at Heineken's latest Design Night event

Agency RPM has been appointed by Heineken to develop an activation around the launch of its UV-reactive bottle, which will debut in the UK through an experiential campaign.

The Heineken Club Bottle has been designed to symbolise a nightclub’s tempo change which comes alive with fractals - a geometric-style pattern - under UV light.

RPM was tasked with providing a brand experience without branding the Canary Wharf ice rink and lounge overtly. The agency devised light displays along the rink’s tree-lined semi-circular skate path, applied UV-reactive stars to skates and rink marshals were given white skate covers to create more talking points amongst skaters.

A Heineken VIP launch of the brand’s ‘Design Nights’ on 4 December featured a celebrity DJ set from BBC Radio One’s Nick Grimshaw, arranged by the brand’s roster agency Exxposure. The night also included a dance performance choreographed to map the bottle’s fractal patterns and was attended by Pixie Geldof and Henry Holland.

Two further Heineken Design Nights have been scheduled for 11 and 18 December and will follow a similar theme by employing resident DJs, bespoke furniture designed to mimic the Club bottle, reactive wall graphics, a fractal-themed ceiling projection and UV make-up artists.

David Lette, brand director of world lager, Heineken, said: "RPM did a great job at linking all consumer touch points back to the bottle by using the fractal pattern from the Heineken Club bottle, which is unique to the brand."

Dom Robertson, managing director at RPM, added: "This innovative campaign will give the already dynamic Club Bottle an added dimension. By bringing the bottle’s secret fractals to life within the rink itself, we are able to amplify the bottle’s unique design whilst giving people a visceral way to experience its night club connotations; a perfect way to put the Bottle on ice and at the front of people’s minds just in time for the festive season."

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