Heineken has launched Rooftop Revival, a new campaign in Seoul that transforms unused urban rooftops into community hubs, tackling what it calls the “proximity paradox” of modern city life, where people live close together yet remain disconnected.
Created by LePub, the initiative invited Seoul residents to rediscover their city through a series of rooftop events identified via satellite imagery, each marked by Heineken’s signature red star. More than 8,000 people applied to attend.
Events included a K-pop set by SEVENTEEN’s DINO, a design workshop with artist Cha Inchul, and a tasting experience led by chef Cho SeoHyeoung.
At the centre of each activation was the red star pyeong-sang, a modern reinterpretation of the traditional Korean communal platform, redesigned to include space for an icebox and Bluetooth speakers.
“Rooftop Revival is about reclaiming overlooked urban spaces to spark real connection,” said Bruno Bertelli, global CEO of LePub and CCO of LePub Worldwide.
“In a city that’s growing denser and more isolated, we’re transforming unused rooftops into vibrant hubs of creativity and sociability.”
The project was documented by aerial photographer Tom Hegen, with the resulting images to be displayed on digital screens across Seoul.
According to research commissioned by Heineken, 57% of city dwellers in major capitals such as Seoul, Tokyo, London and New York often feel lonely, a figure that rises to nearly half among Gen Z and Millennials.
In Seoul specifically, 53% of respondents said the city was designed more for work than socialising, while 37% cited a shortage of places to connect.
“We may not be able to redesign entire cities, but we can inspire people to rethink the spaces around them,” said Nabil Nasser, Heineken’s global head of brand.
“By reviving overlooked rooftops into vibrant hubs, we’re creating places where people can connect, create, and celebrate together.”
The campaign reflects Heineken’s wider strategy of fostering social connection in urban settings, following its Trust Bars activation earlier this year, a series of fully automated self-service bars in Seoul that allowed football fans to pour their own pints during early-morning UEFA Champions League matches.
Developed with LePub’s innovation arm, LeGarage, the concept leveraged Korea’s tech-driven, trust-based culture and is reportedly being considered for rollout in Japan and Singapore.
