the business challenge

As the UEFA Euro Cup returned to Europe in 2024, Heineken sought to create Canada’s ultimate destination for fans to celebrate the world’s most watched sporting event.

The brief was bold — bring the energy, culture, and spectacle of Germany to Toronto, transforming the city’s most iconic outdoor patio, RendezViews, into an immersive Euro Cup fan stadium unlike anything Canada had seen.

The challenge: to design an activation that was not just a viewing party, but an experience ecosystem — one that drove brand love, captured national attention, and turned every match into a cultural moment.

the solution

We created Heineken Stadion— a full-scale transformation of Toronto’s largest outdoor venue into a celebration of football, culture, and connection, fully powered by the Heineken brand.

The concept blended architectural imagination, hospitality, and fandom into one living environment:

Heineken Huis — A Multi-Level Celebration of the Beautiful Game

A three-tier fan pavilion rising over RendezViews that embodied Heineken’s playful sophistication:

Level 1: Welkom Bar — a 360° bar and viewing zone where all fans, regardless of team, were to be welcome. Each match day, the space was to be refreshed to reflect the competing nations’ flags, décor, and colourways — half England/half France one day, half Italy/half Germany the next.

Level 2: Euro Cup Museum — a curated collaboration with UEFA showcasing iconic moments, kits, and memorabilia from tournaments past.

Level 3: The 160 Club — an elevated, VIP-level hospitality experience celebrating Heineken’s 160th anniversary with bespoke pairings and premium service.

Heineken Samen Buiten — “Together Outdoors”

The main open-air stadium experience: a massive canopy-covered fan zone with a 360° Heineken bar on one side, a Bier Kitchen on the other, and an expansive viewing area that captured the communal thrill of live football.

Heineken Magere Brug

A nod to Amsterdam’s iconic “Skinny Bridge,” this custom-built bridge structure was to offer another unique viewing perspective and served as a statement piece anchoring the brand’s presence. Beneath it, an activation container hosted interactive games, contests, and exclusive content capture.

Heineken Strandvoetbal — Beach Soccer Experience

On select days, the plan was to extend the stadium vibe with a Heineken Beach Soccer League curated by JAM Sports — open to community players, corporate teams, and media partners. The experience was to mix leisure, sport, and celebration, reinforcing Heineken’s global positioning as “The World’s Most Social Beer.”

Layered Programming & Storytelling

The activation plan was to lead with live content and connection points:

Pre- and post-game tailgates with live DJs and MCs

“Best Seats in the House” fan draws

Themed menu items reflecting the nations in play

Super Fan Challenges, QR code check-ins, and Heineken 160th Anniversary prizes

Heineken Passport wristbands unlocking exclusive rewards

Massive wall projections, LED art, and fan-led games — all wrapped in Heineken’s signature green glow

the resultS

The Canadian Brand team was instrumental in driving the vision forward; however, the International group had other priorities and limited resources to invest at the time.

Despite this, the project became a case study in brand experience design — demonstrating how a global brand can “take over” a footprint with multiple, concurrent experiences that build cultural and commercial momentum.

our role

As lead creative producers, we led the experience strategy and concept development — shaping everything from the overarching narrative to activation architecture, as well as the creative design and theming of all physical and digital touchpoints.

Had the concept advanced to execution, our contributions would have included:

• Production & Operations Oversight: ensuring seamless delivery across a month-long tournament.

• Programming, Talent & Partnership Management: including UEFA, JAM Sports, local dignitaries, and cultural partners.

• Marketing, PR & Content Integration: aligning with Heineken’s global campaign for cohesive storytelling.

• Community & Brand Storytelling: making the experience as inclusive as it was world-class.