While cities are crowded and vibrant, life there can feel isolated for residents. More than half (57%) of city dwellers in London, Seoul, Tokyo, New York, Paris, and Sydney reported feeling lonely often, despite living in densely populated areas, according to a Heineken-commissioned OnePoll survey.
The beer giant is tackling urban isolation by turning overlooked spaces into hubs of connection. “Rooftop Revival,” created by agency LePub, is Heineken’s latest effort to encourage in-person social connections.
Heineken launched its project in a place that exemplifies this urban paradox: Seoul, South Korea, one of the largest cities in the world. When viewed from above, Seoul also has a high number of flat rooftops, many of which are painted the same color green of Heineken’s brand.
The Dutch brewer transformed some of those rooftops into spaces for social events. More than 8,000 people across three days applied to attend the events, which included a set from Dino, singer of K-Pop group Seventeen; a design workshop with contemporary artist Cha Inchul; and an interactive food tasting with celebrated chef Cho Seohyeoung.
Inspired by pyeong-sang, a traditional Korean wooden platform used for outdoor socializing, Heineken blended this tradition with its logo and branded each space with red-star parasols. Each parasol held an icebox and Bluetooth speakers.
Aerial photographer Tom Hegen documented the process of transforming the rooftops, and his photos will be used in out-of-home ads appearing in Seoul in the coming weeks.
“We may not be able to redesign entire cities, but we can inspire people to rethink the spaces around them. By reviving overlooked rooftops into vibrant hubs, we’re creating places where people can connect, create, and celebrate together,” Nabil Nasser, global head of Heineken said in a statement.
“Our red star against a green backdrop isn’t just an icon… It’s a calling card for communities to come together, share experiences, and rediscover the joy of social connection over an ice cold beer.”
