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Heineken turns you white

Jul 06. 2018
The
The "Heineken Star Hive White Mutation" experiential pop-up store is running at the Eden 2 zone from today until Sunday.
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By THE NATION

Heineken starts the countdown to Sensation, the world’s leading dance festival, with the opening of a pop-up store “Heineken Star Hive White Mutation” at CentralWorld.

The experiential pop-up store, which runs at the Eden 2 zone from today until Sunday (July 8), will transform your outfit from any colour into white and also offers a commonly designed ensemble in a distinctive new design through the “No Service” clothing brand to help get you ready for the world-class “Sensation Rise 2018” taking place at Bitec Bangna on July 29.

 

“Our brand is based on the concept of fast fashion – it is like coming up with an innovative design all the time. Here, you can revive your boring and old clothes,” says Bordin Aphimarn, one of the owners of No Service brand.

 

The experiential pop-up store is designed to provide a brand new experience in preparation for the world music festival. The white fashion phenomenon is back and will “mutate” clothing in any colour into brilliant white through three special techniques: “Collage”, creating new patterns by adding a montage of white fabrics with special patterns and shapes; “Painted”, use of a special dip-dyeing technique as well as through free hand painting by expert artists; and “Coated”, which irons white rubber sheets on clothes to create new graphic prints and textures such as Heineken, White Mutation and big and small stars.

 

“Our brand emphasises graphics, so this coating technique helps to sharpen the letters and the patterns. For the collage, we cut and sew a few old clothes to form a new one. This can make an innovative outfit with two collars or four sleeves that we can select to wear on the different days,” says Bordin.

 

The launch of the pop-up store was attended by celebrities Passakorn “Pok" Chirathivat, Aerin Yuktadatta, and Nont “Mickey” Allapach Na Pombhejara, who will be bringing their passion for fashion to the music festival and showing their own individual styles.

“I’m a huge fan of Sensation. I’ve been to the Sensation party twice in 2012 and 2014. It really is a huge white fashion phenomenon. Fashion is very important to me, so I won’t miss the chance to get ready before having a blast at the party. I’m really impressed with the way Heineken pays attention to every detail, even with this activity prior to Sensation. It builds excitement for the event and incorporates a fashion splash. Offering this special service to party-goers to mutate their outfits into white through these special techniques will create outstanding designs while allowing each person to remain unique, and I believe will also bring more buzz to the party,” says Aerin.

 

“I’m excited about Sensation Rise 2018. I went to the festival four years ago and was blown away. I have to give a big shout out to Heineken for bringing back this phenomenal music experience and allowing us to experience this legendary white party. Wearing white for me is all about being unique but at the same time it brings us together. I think that the Heineken Star Hive White Mutation popup store is a brilliant concept because it builds on the excitement by providing some cool ways to mutate clothes in any colour into white, it’s really impressive. July 29 is going to be intense!" says Passakorn.

 

“If you want stylish and unique outfits, don’t wait. Just drop off your clothes at Heineken Star Hive White Mutation at Central World and let Heineken work its magic. Stay tuned as Heineken is sure to roll out more surprises for fans at Sensation Rise 2018,” adds Nont.

 

Sensation will bring ‘Rise’ all the way to Bangkok to transform Bitec into the world’s biggest nightclub for just one night with the lineup of DJs that includes WHOISJODY, Dirty South, Mr White, Ko:Yu, Dannic, Sam Feldt, Dash Berlin, and host MC Gee. 

Find out more about the “Heineken Star Hive White Mutation” at Facebook.com/heineken or No Service’s Instagram: @noserviceservice.

For tickets for Sensation Rise 2018, visit www.Sensation.com/cities/bangkok/.

 

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