Heineken Forum: Munich
The Brief
Heineken’s 2025 Annual Forum was hosted in Germany. This is our fifth Forum activation. Forum is where 180 global senior leaders representing Heineken and its portfolio of brands converge in one location for a 2-day event to work together on the next phase delivery of their EverGreen strategy. The brief was to make Munich Forum more inspirational and transformative than ever before.
What we did
The 2025 venue was the beautiful Schloss Elmau located just outside of Munich in the mountains. The main challenge of this amazing venue was to deliver an intimate and stimulating environment that bought Heineken to life and showcased the venue’s breathtaking beauty and traditional charm.
For the main Forum space, we developed an in-the-round format with two large semi-circular screens that allowed the presenters and audience to be as close as possible to foster collaboration and idea-sharing. This main Forum space had to be housed in the 100-year-old hall on the first floor. Making this happen required all of our many years experience of problem solving.
All the break-out sessions were held in the stunning natural locations in the grounds of the castle as well as the EverGreen Olympics, designed as an entertaining team-building session.
The result was the most successful Forum to date with energised senior leaders ready to roll out the new strategy in their markets.
We handled every stage and element of the event – including concept creation, design, conference scheduling, production, implementation, and on-site management plus the design of the event app with enhanced live audience participation functionality.
