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As part of its 'Open Your City' campaign, Heineken created a pop-up shop for the contestants of Budapest Design Week 2014. The beer brand commissioned artist Miklos Kiss to construct the branded installation and create a space for Czech, Polish and Hungarian designers to shop and display their items.

The 38-square-meter structure is suspended from the ceiling of a building undergoing construction- an ideal location, being that the Heineken campaign encourages urbanites to discover less-frequented places in their cities.

The structure features both exterior and interior frames, which are common elements to antique and christian churches.

Walking towards the cashiers is a metaphor for walking to the sanctuary. in a way this installation became the church of the fashion week. the purpose of this place is not only to shop, but to spend time here, and that time should be a relaxing experience.

The Heineken name is not plastered on any of the walls- instead Kiss lets the green and white materials speak for themselves. The designer employed insulation materials to construct the green walls, while the rest of the structure is made of white textiles and transparent netted patterns.The design is consistent with the sleek look that Heineken strives for with all of its marketing materials, and is a demonstration of brand sophistication in the modern age.

This isn't the first time that the beer brand has ventured into the world of fashion. Last year it paired with Japanese fashion brand NEIGHBORHOOD to release the #Heineken100 Denim Collection, a line of high quality jeans. By collaborating across industries, Heineken is pursuing a diverse group of early adopters and a 'hip' urban demographic that are interested in new and exciting experiences.

Design Boom // Freshness Mag