Heineken transforms unused city spaces into hubs of community

Heineken has launched Rooftop Revival, a campaign developed with creative agency LePub, which transforms unused rooftops into vibrant spaces for social connection. The initiative challenges the productivity-first design of modern cities by giving people new spaces to meet and share experiences.

Research commissioned for the campaign shows 57% of city dwellers across London, Seoul, Tokyo, New York, Paris, and Sydney often feel lonely, with younger generations particularly affected. In Seoul, more than half (53%) say the city is designed for work rather than socialising, despite having one of the world’s highest proportions of flat rooftops.

Creative campaign by LePub reimagines overlooked rooftops

To address this “proximity paradox”, Heineken curated a series of rooftop events in Seoul. Each location was revealed through satellite imagery, marked with Heineken’s red star to signal unused spaces ready for revival. More than 8,000 people applied to attend, with events spanning an intimate performance by DINO of K-pop group Seventeen, a design workshop with artist Cha Inchul, and a tasting session hosted by chef Cho SeoHyeoung.

Inspired by the traditional Korean Peyong-Sang platform used for outdoor gatherings, Heineken designed a modern version with a red-star parasol equipped with space for an icebox and speakers, symbolising community and connection.

Events curated by local artists and chefs attract thousands

Tom Hegen, a photographer known for documenting human impact on landscapes, captured the transformation of rooftops into social hubs. His aerial photography will appear across Seoul in digital outdoor placements.

Hegen: “Solutions to loneliness don’t always require new infrastructure — just a new perspective.”

Byoung Soo Cho, architect: “Each Heineken experience in Seoul transformed a once-unused rooftop into a vibrant hub of creativity, showing how these spaces can revive social life. The more cities create accessible places of socials, the more empowered people feel to connect.”

Nabil Nasser, Global Head, Heineken: “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.”

Bruno Bertelli, Global CEO, LePub and CCO, LePub Worldwide: “Rooftop Revival is about reclaiming overlooked urban spaces to spark real connection. This initiative proves that meaningful change doesn’t require new builds, just a fresh perspective to see the potential that’s already around us.”

www.theheinekencompany.com

www.le.pub

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