BigShinyThing

Heineken has enlisted the help of very-hot-at-the-moment Dutch architect Rem Koolhaas to judge and mentor a group of young Spanish artists as part of the first Greenspace event. By tranforming derelict warehouse spaces in the Spanish port of Valencia into vibrant art spaces, the Heineken Greenspace project aims to regenerate the area as well as provide a platform for new talent. Established acts are also getting involved to bring publicity and the opening week which will feature performances from Matthew Herbert, Sonic Youth and Antony and the Johnsons. In an interview with Fact: 10, Koolhaas explained how brands can encourage talent like him to hook up with them:

The more progressive brands are now thinking about how they can be less exclusively commercial. As a result of globalisation, now you not only have to be desirable, but also have good intentions. I see this with Heineken. Rather than sink a huge amount of money into an advertising budget, which at the most gives you a ‘virtual’ return, they are investing in something concrete for the future.

This tactic of creating ‘responsible desire’, of brands giving as well as taking away should be really obvious. But if it is, then why aren’t more brands doing it?

Heineken Greenspace takes place in Valencia, Spain, from October 24-29, 2005. For more information, visit www.heinekengreenspace.com.