Heineken uses satellite imagery to turn forgotten rooftops into vibrant hangouts

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Heineken has launched "Rooftop revival", a new campaign in Seoul that transforms unused urban rooftops into social hubs, tackling what the brewer calls the “proximity paradox” of city life — where people live close together but still feel isolated.

The campaign, created by creative agency LePub, invited Seoulites to rediscover their city through a series of rooftop events revealed via satellite imagery, each marked by Heineken’s red star against the city’s green rooftops. More than 8,000 people applied to attend, with activations including a K-pop set from SEVENTEEN’s DINO, a design workshop with artist Cha Inchul, and an interactive tasting led by chef Cho SeoHyeoung.

At the heart of each event was the red star Pyeong-sang, a modern reinterpretation of the traditional Korean communal platform, updated with built-in space for an icebox and Bluetooth speakers.

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The campaign was also documented by renowned aerial photographer Tom Hegen, with the imagery set to feature on DOOH screens across Seoul.

The initiative comes amid new research commissioned by Heineken revealing that 57% of citydwellers across London, Seoul, Tokyo, New York, Paris and Sydney often feel lonely, with the figure rising to 47% among Gen Z and Millennials.

In Seoul, 53% of respondents said the city is designed more for work and productivity than socialising, while 37% cited a lack of available social spaces.

“Rooftop Revival is about reclaiming overlooked urban spaces to spark real connection,” said Bruno Bertelli, global CEO of LePub and CCO of LePub Worldwide. “In a city that’s growing denser and more isolated, we’re transforming unused rooftops into vibrant hubs of creativity and sociability.”

Nabil Nasser, global head of Heineken, added: “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.”

Heineken said the project reflects its wider mission to break down barriers to social connection, with more initiatives planned across global cities.

"Rooftop revival" follows the brewery's "Trust bars" campaign, a series of 24/7 self-service bars designed to let Korean fans enjoy UEFA Champions League matches no matter the hour.

Rolled out in the Hongdae district in April to coincide with the tournament’s semi-finals, the activation allowed customers to order, pay, and pour fresh pints of Heineken using fully automated self-payment terminals. Developed in partnership with LeGarage, the innovation arm of creative agency LePub, the terminals are also built for scalability, opening doors for expansion into Japan and Singapore.

The idea stems from a common frustration among Korean fans: Champions League matches typically air at 4am or 5am, when most bars are closed due to high labour costs. At the same time, Korea’s tech-forward and trust-based culture where self-service kiosks are the norm and people often leave belongings unattended makes it the ideal market to test an unstaffed, round-the-clock bar concept.

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