We’re doing a little bit of live-blogging from the TriBeCa Film Festival Wrap party in New York City. The event winds down the festival and is a heavily branded example of aggressive corporate sponsorship.
Heineken, the beer brand, has sponsored the party and its branding is everywhere in the party space, a gargantuan warehouse on W. 21st, in the heart of the Chelsea art gallery district.
The warehouse has been designed with the Heineken’s logos and a lighting system that bathes the venue in the green color of the beer brand’s bottles and cans. A giant red Heineken star hangs from the ceiling.
They know what they’re doing and they’re doing it well.