Heineken® Unveils "Heineken House" at the 14th Annual Latin GRAMMY Awards®

WHITE PLAINS, N.Y., Nov. 14, 2013 /mbb/ — Heineken®, the official beer of the 14th Annual Latin GRAMMY Awards®, is returning as a proud sponsor with a brand new state-of-the-art consumer experience at the Heineken House, located in the Eye Candy Lounge at the Mandalay Bay Resort and Casino.

The Heineken House will be open to all consumers during Latin GRAMMY® week, November 19^th through the 21^st. The space will feature the Music Labs, an interactive and innovative music experience that includes a custom built recording studio, an interactive area equipped with iPads with music apps and LG touchscreens allowing music fans to discover, engage, and get a first-hand view of the musical creative process with some of today’s most recognized Latin music artists.

"Latin music is a passion point for our Hispanic consumers and we are very proud and excited to continue our support of the Latin GRAMMY Awards® for the 14th year," shared Belen Pamukoff, brand director, Heineken USA. "This year, we enhanced our presence by transforming the Heineken House into an innovative, digitally-infused, consumer experience offering the chance to discover and engage in the creative music recording process."

2013 Heineken House Experience

Sound Lab – a state-of-the-art portable recording studio offering consumers a glimpse into the music recording process with a chance to observe live studio sessions between industry leading producer Toy Selectah and various Latin GRAMMY nominees.

Touch Lab – a digital zone equipped with iPad kiosks offering consumers the opportunity to create and share personalized music, and all-star access to current Latin GRAMMY nominees including photos, biographies, music and videos.

Media Hub – a dedicated media engagement lounge fully-equipped with complementary WiFi, charging stations, seating, social and in-person engagement including interview access to artists and celebrities on Tuesday, November 19 and Wednesday, November 20 from 11:00 a.m. until 4:45 p.m.

Sound Wall – an eye-catching speaker systems art installation providing the ultimate acoustic, visual and sensual sounds of Latin music streaming from the DJ booth.

Along with hosting signature events throughout Latin GRAMMY week, Heineken will participate as a sponsor of the 2013 Latin Recording Academy® Person of the Year gala on November 20; feature the live preshow green carpet arrivals area prior to the Latin GRAMMY Awards and serve as an official sponsor of the official Latin GRAMMY Awards After-Party on November 21.

Heineken House Signature Event Highlights