The company is planning to create limited-edition products and held events with local retailers from five U.S. cities: KITH in New York City, Union in Los Angeles, Alchemist in Miami, RSVP Gallery in Chicago, and Concepts in Boston.
When people stop by to get a closer look at the lonely bottle, the red star on the cap lights up and the cap itself begins rotating.
The artwork will be showcased at Artplay centre in Moscow, October 14-19, as part of the 5th annual Moscow Design Week.
The lounge will be open for visitors at Ely's Yard, 15 Hanbury Street, Old Truman Brewery, Shoreditch, Sept 18-21.
Heineken is launching the Star Cabs effort as part of its ongoing Open Your City campaign in London.
The new experience comes as part of an ongoing “Cities of the World” campaign, launched this spring.
The campaign by Wieden + Kennedy encompasses a series of TV and web commercials featuring Neil Patrick Harris, who seeks and finds clever and humorous ways to enjoy the taste of Heineken Light even on TV.
Heineken is rolling out a new geo-centric digital effort, Where Is Next, that comes as part of the “Cities of the World” campaign, started in mid-May.