HEINEKEN – Refresh Takeover

REVOLUTIONISING LIVE MUSIC GLOBALLY

Heineken’s ‘Refresh Takeover’ is transforming the global live music scene—from nightlife venues to sun-drenched festivals—under its Refresh Your Music, Refresh Your Nights brand platform. The experience empowers audiences to collectively control the music, creating dynamic, cross-genre interactions tailored to crowd energy and preference.

In partnership with MassiveMusic, Solarflare Studio led the production delivery, overseeing the creative and technical teams responsible for integrating crowd-controlled gaming mechanics into large-scale events of up to 12,000 people.

The experience combined LED wristbands for real-time voting with Heineken® bottles used as daytime engagement tools, creating a seamless link between day and night activations. DJs could respond to audience inputs instantly through a custom-built voting system that tracked colour choices and playlist preferences live.

Our proprietary platform allowed local teams to adapt content to different languages, markets, and musical tastes—giving each region a unique version of the event.

Launched across Asia and Europe in 2024, this activation marked a new direction in music-led brand engagement—giving global audiences the power to guide their own musical journey.