Heineken House: Mysteryland USA

Experiential Design, Build, Interactive Engineering, Production

VVOX headed to Bethel Woods Center for the Arts in upstate New York to kick off the inaugural Mysteryland USA festival. We created a sensory, interactive art experience together with the interior and exterior design of the Heineken house to make a perfect chill-retreat lounge.

Living Area

Guests approached the Heineken House and were first met by the ‘living room’ – an area incorporating a living wall stocked with fresh lemongrass, mint, chili plants, eucalyptus, lavender, rosemary, patchouli, among other global herbs and plants. These were used to tell the story of Heineken’s global footprint, and reflect the flavors and infusions to be found at the fusion bar area – selected herbs were used to create fusion Heineken cocktails. The objective of this area was to awaken the senses of smell and sight in relation to the Heineken brand. A calm ambiance encouraged festival goers to spend time relaxing and engaging with the Heineken experience.


Beyond the living room, guests passed through a hallway of geometrical vertices. Select parts of the design revealed hints of the red Heineken star logo, making the connection with the brand and teasing what was to come. The hallway led to the Technology Room and the Mirrored Bar.

The Technology Room

The Technology Room was fitted out with our latest interactive social media booth, the DaVinci- a custom video wall that incorporates a photo-booth system with interactive digital effects. Eight LED monitors of varying size and shape were used to create a seamless mosaic video wall, equipped to take images and print photos. Guest sent their stylized photo, incorporating both Heineken and Mysteryland brand elements via email or social media. This was all housed within a sleek stand-alone black aluminum frame.

Live Art Installation

Themed as Memento for All, the installation was in collaboration with four Brooklyn- based visual artists, Milan DelVecchio, ZYIA*Z, Matthew Galindo, and Malinda Thursz-Galindo. These artists used over 1200 photobooth images from DaVinci and arranged them onto a 8' x 8' mosaic wall. The small pictures came to form one larger image of the Heineken star and the Mysteryland bird when viewed from a distance. The making of this wall was next to the mirror bar. As festival patrons waited in line they could see the process, and how they were part of a larger art installation.