Heineken House was created to transform time spent into meaningful experiences. More than a physical destination, it was conceived as a dynamic platform where brand and consumer connect naturally throughout the day,seamlessly integrated into São Paulo's urban lifestyle.

Located inside Villa-Lobos Park, the first HEINEKEN Group experience house in Brazil combines gastronomy, culture, music, coworking, wellness and social encounters within an open, welcoming and inclusive environment. Whether after a workout, during the workday, at happy hour or for weekend gatherings, the space has become a new meeting point for the city.

Invited by HEINEKEN Group, ATENAS was responsible for the project's strategy, creative concept, Brand Experience and scenography, to create an experience that feels alive, dynamic and connected to today's social habits.

The house was designed as an extension of the city itself a destination that embraces different audiences, interests and occasions throughout the day. Inspired by the identities of HEINEKEN Group's portfolio brands, the venue features multiple environments and an ever-evolving program of cultural experiences, brand activations, creative gatherings and curated gastronomic moments.

Beyond creating a compelling physical environment, the project reflects a broader shift in consumer behavior: the growing importance of meaningful in-person connections in an increasingly digital world. Heineken House demonstrates how real-world experiences can foster emotional connection, a sense of belonging and lasting brand value.

For us, the project reinforces our positioning as a strategic Brand Experience agency capable of leading projects end-to-end—from concept to execution, creating experiences that connect people and brands in ways that genuinely matter.