Heineken The Offline Party

During Milan Design Week 2024, MONOGRID supported Heineken’s “Boring Phone” campaign, featuring a Y2K-style flip phone created with the fashion brand Bodega. The campaign cleverly transitioned from digital platforms to an “offline” event on April 18-19, transforming Teatro Alcione into a multisensory journey. Our team handled creative direction, content creation, physical setup, and logistics. The experience began with a “Smoking Area” with Bodega posters and a nostalgic New York-style minimarket. Guests passed through a fridge door into a “Transition Tunnel” with phone ringtones and noise, guiding them to the “Detox Area.” The experience culminated in the “Phone Presentation Area,” featuring Boring Phones and additional motion content on CRT TVs, emphasizing the campaign''s message. The event closed with a reconnection area, using immersive design and technology to showcase the importance of disconnecting from distractions.