This concept translates into displays that evolve seamlessly from the floors to the walls and ceilings in abstract dynamic wave movements. The idea of coldness is consequently applied through the whole shop design including the lighting which is 100% LED based (the first in Europe). You will also find a three story high fridge (possibly another record) containing all the Heineken bottles from different markets around the world. Alongside the fridge an ice crystal evolves along the wall containing over 600 Heineken bottles.