Heineken turns Seoul’s overlooked rooftops into lively hangouts in new campaign

South Korea – Heineken has rolled out its latest global campaign, “Rooftop Revival”, transforming overlooked urban spaces into hubs for social connection, challenging productivity-first city living and offering people new spaces to gather.

Developed by LePub Milan and Singapore, the campaign addresses the growing issue of urban isolation—where city dwellers in places like Seoul, London, Tokyo, and New York often feel socially disconnected despite living in densely populated environments.

The initiative made its debut in Seoul, where Heineken reimagined unused rooftops as social venues through a series of curated events led by local creatives. Seoul, which has one of the highest proportions of flat rooftop space globally, became the stage for the project, with many green-painted rooftops serving as the foundation for transformation.

Each event location was revealed through satellite imagery, marked by Heineken’s red star against the city’s green rooftops. Participants who tracked these sites discovered spaces converted into gathering spots for music, food, and art experiences—ranging from a performance by DINO of K-pop group SEVENTEEN to a design workshop with artist Cha Inchul and a culinary session with chef Cho SeoHyeoung.

Inspired by the traditional Korean Peyong-Sang, a wooden platform used for outdoor socialising, the events combined cultural heritage with modern design elements, including parasols fitted with iceboxes and Bluetooth speakers.

“Rooftop Revival is about reclaiming overlooked urban spaces to spark real connection.In a city that’s growing denser and more isolated, we’re transforming unused, green rooftops into vibrant hubs of creativity and sociability. This initiative proves that meaningful change doesn’t require new builds, just a fresh perspective to see the potential that’s already around us,” said Bruno Bertelli, global CEO of LePub and CCO of LePub Worldwide. 

Photographer Tom Hegen, known for documenting human impact on landscapes from the air, also collaborated with Heineken to capture the rooftop transformations. His work will be showcased across Seoul as digital out-of-home (DOOH) displays in the coming weeks.

Tom shared, “Living in Munich, I know what it’s like to be in a bustling city – despite being surrounded by people, it can often feel lonely. These events from Heineken are proof that solutions to loneliness don’t always require new infrastructure – just a new perspective to refresh social life.” 

Nabil Nasser, global head of Heineken, said, “We may not be able to redesign entire cities, but we can inspire people to rethink the spaces around them. By reviving overlooked rooftops into vibrant hubs, we’re creating places where people can connect, create, and celebrate together.” 

Nasser continued, “Our red star against a green backdrop isn’t just an icon – it’s an invitation to the world, a symbol of togetherness, and big enough to be seen from space. It’s a calling card for communities to come together, share experiences, and rediscover the joy of social connection over an ice-cold beer. Even small changes in how we use space can have a big impact on how we connect in urban life.”