Event Deep Down and Deadly – part of a series of leisure events for Heineken Green Room
Venue Former Police Coast Guard HQ in Kallang, Singapore
Organiser iris Experience
Group size 1,000
Date November 20, 2009


The brief
Heineken wanted to give its “cutting-edge” customers a better experience than the local music scene provided, at an event that would publicise its already popular series. iris Experience was tasked to design and deliver a memorable event.

Challenges
The main challenge in running such a large event was finding unique locations and then obtaining government approval to use them. The event managers overcame this problem by working with the Singapore Land Authority to source suitable venues.

Execution
The team found an amazing location: the former Police Coast Guard headquarters in Kallang. They set about creating a theme party titled Deep Down and Deadly. The venue was turned into a maze of engagement rooms, featuring light-sensitive installations and original visuals created by the iris team.

Some of the world’s best underground acts performed at the party, including The Gaslamp Killer from Los Angeles and London’s Tayo. More than 1,000 Heineken Green Room members attended the bash and danced the night away in the unique venue.

Comment
The event was the talk of Singapore, with the mainstream media and bloggers writing about it both before and after the event. David Lim, marketing manager for Heineken Singapore, says: “Heineken Green Room members are some of Singapore’s most discerning trendsetters and music enthusiasts. 

"With Deep Down and Deadly, we created a truly unique music event, bringing together some of the world’s best underground acts at a remarkable venue, which was completely transformed through the use of customized visuals and themed atmospherics. We are delighted at the enthusiastic response to this latest installment in the series, and we will lift the bar even higher in 2010.”