Heineken have added a new dimension to its marketing by opening a unique, ultramodern concept store: Heineken The City in Amsterdam. Designed by Tjep studio, led by Design Indaba 2009 speaker Frank Tjepkema, the team treated the building as if “filling a cold fresh glass of Xtra cold Heineken”. The idea of coldness is applied through the whole shop design with a three-storey-high fridge, ice crystals, cool breezes and monumental glass installations throughout. The shop also features Europe’s first 100% LED-based lighting system.