In response to the need to rethink urban spaces and contribute to the development and promote more sustainable cities, Heineken created Green Your City in 2021, The platform brings together cultural and sustainability-driven initiatives designed to guide the brand’s actions in line with its environmental goals—from glass circularity and reusable cups at festivals to urban microforests and renewable energy solutions for homes, restaurants and brand activations.

Alongside a calendar of events and activations focused on re-signifying urban spaces, the brand turned its attention to the Pinheiros River. That vision came to life with the Heineken Floating Bar, a non-profit intervention designed to spark conversations about reclaiming the city. The floating bar invited people to rethink the role of the Pinheiros River, bringing it back to the center of public dialogue and reimagining its place in the city we live in. Heineken Floating Bar,a non-profit intervention that invited people to rethink the importance of reclaiming urban spaces to transform the cities we live in and, above all, to bring the Pinheiros River back into the center of public conversation.