UXUS won the commission to create an innovative new beer category destination within the duty free domain. The brief was to increase visibility and showcase Heineken, as well as other premium beer brands owned by Heineken.
Taking the natural hues of beer as a starting point, the unit is organized as a color-coded series of elements to help navigate the multiple brands on offer. The unique shelving configuration was inspired by the shape and angle of Heineken’s smiling “e” logo – a slight degree of elevation was added to create the ‘smiling’ effect.