We made transparency more than a buzzword—it became the architecture.
When Heineken set out to renovate its global headquarters, it wasn’t just updating a workspace. It was crafting a living brand statement—one that reflected the company’s longstanding commitment to transparency, global thinking, and cultural inclusion. Kubik’s Amsterdam team was brought on to help bring that vision to life through a comprehensive scope of design development, fabrication, integration, and installation services.
A Ground Floor That Greets the World.
Visitors arriving at the newly transformed HQ are welcomed into The World of Heineken, a branded experience zone that acts as part lobby, part storytelling gallery, and part hospitality space. Here, custom casework, LED-illuminated bottle displays, digital signage, and sleek architectural finishes combine to create a space that instantly conveys the scope and style of one of the world’s most recognized brands.
At its heart: the in-house bar—a focal point made to feel both elevated and approachable. Designed to showcase decorative bottles from Heineken’s global family of beers, the bar integrates LED edge lighting, digital media, and tactile materials to create a vibrant meeting place for employees and visitors alike. It’s not just where guests are greeted—it’s where they linger.
A Multi-Story Brand Experience.
Across four floors, the headquarters is divided into a series of themed zones that offer a balance of creativity, cultural nods, and functional design. Each floor is tailored to a different mood and mode of working—offering everything from heads-down focus areas to collaborative lounges, all brought to life through immersive materials and narrative motifs.
Highlights include:
- The Lounge – A warm, low-light retreat with rich textures, upholstered elements, and integrated media that encourages informal meetings and relaxed ideation.
- The Garden – A biophilic-inspired zone with organic shapes, green accents, and natural finishes that promote calm and clarity.
- The Beach – Light-toned woods, sun-bleached textures, and curved seating nod to carefree openness—perfect for team huddles and spontaneous chats.
- Back to Africa – Celebrating Heineken’s significant brand presence across the continent, this zone incorporates bold patterns, earthy materials, and custom graphics, all tied together through precision fabrication and vibrant installation.
- The International Bar – A second hospitality space styled like an upscale airport lounge—complete with international cues, clean lines, and backlit shelving.
- The Travel Room – A meeting room that doubles as a storytelling space, showcasing Heineken’s global expansion through custom-built fixtures, integrated AV, and graphic storytelling.
Each of these zones was brought to life by Kubik’s ability to engineer complex design ideas into buildable realities—often requiring bespoke material development, hidden structure supports, and seamless AV integration to preserve the elegance of the visual concept.
Key Story Elements.
- Transparency, Literally and Figuratively: Translucent materials, glass partitions, and architectural lighting were selected to mirror Heineken’s values of openness and honesty.
- Precision-Driven Fabrication: Many elements—especially in the thematic rooms—required non-standard construction and mock-ups, from ripple-finish wall treatments to illuminated bottle displays and curved bar geometries.
- Integration of Technology: Heineken’s story is global and always-on. Kubik seamlessly integrated display monitors, lighting systems, and digital media into cabinetry and architectural elements to keep spaces dynamic and interactive.
- Installation Without Interruption: All elements were installed in phases, coordinated with Heineken’s global leadership and local teams to avoid disrupting ongoing operations within the headquarters.
Heineken’s HQ isn’t just an office—it’s a branded landmark.
A space that lives, breathes, and pours the company’s values into every material choice and user interaction. Kubik was proud to help realize this vision through thoughtful design development, world-class fabrication, and high-touch installation.