Club + Bars

Heineken House makes EDM experience full circle at Ultra

Picking the short straw and getting tasked with buying alcohol during the Ultra Music Festival usually is not memorable.

Thankfully, this year’s Heineken House, the 21-plus spot for EDM fans and their alcoholic needs will stay connected to the beats at Ultra, which runs Friday, March 27 through Sunday, March 29 at Bayfront Park.

Now in its third year, guests who walk into the brand’s two floor set-up can get the disc jockey experience and control all the lights in the house via a LED DJ board – all by themselves. Maciel said each person will have a few minutes to manipulate the lights.

“You’re literally in control of the show,” said Leanne Maciel, Heineken brand manager for sponsorships and events.

Besides the lights, a video wall with interactive touch screens and a virtual paparazzi wall, flashes abound, will encapsulate the house as well. Moreover, every guest in the house will get an interactive RFID wristband, also used at California’s Coachella festival, to create a custom DJ name (we’re thinking about a play on Tove Lo) and share photos. Maciel said the DJ name is attached to the wristband and that there will be “hotspots” throughout the house for the various activities.

Finally, a globe-shaped art piece, showing scenes from various Ultra festivals around the world – from the DJ perspective – will be on display too.

Besides two viewing platforms, this year’s Heineken House also has a second (and first) floor bar. Guests can still order drinks via a touch screen pad too. And for those just looking to get in on the festivities, the Heineken House could hold around 500 people, according to Maciel.

Maciel said guests get to really engage with the EDM genre from a different and “more meaningful” vantage point with the new features. So maybe the short straw is not all that bad.

“We’re always looking to enhance the experience,” she said.