A Marseille-Inspired Collab.
Over the past few years, collaborations have become the creative currency of culture, fashion with coffee brands, artists with carmakers, the unexpected with the iconic. Just when it felt like the world had seen every crossover imaginable, Heineken drops something fresh: a new collaboration with Marseille-based interior designer Axel Chay.
This partnership isn’t a one-off stunt it’s part of a bigger movement under The Studio, Heineken’s experimental innovation platform launched earlier in 2025. The Studio functions as the brand’s creative lab, where brewing experts collide with cultural voices to reimagine how and what we drink. It’s a space for wild ideas: From personalised draught systems and foam-infused beers to small-batch pilot brews, all tested and refined through real consumer feedback. Think of it as Heineken’s sandbox for the future of drinking culture.
The collaboration with Chay results in a limited-edition seasoned lager co-created with Master Brewer Willem van Waesberghe, a tribute to Marseille, layering bright notes of peach and pineapple with a touch of native Camargue salt over Heineken’s signature crispness. Alongside it comes a custom-designed “Social Set” of barware (tray, coasters, and glassware) reflecting Chay’s bold, post-modern metalwork and the ritual of serving drinks among friends.
Dropping exclusively in France from November 17 via heineken.com/fr, the collab will also come to life through a pop-up in Marseille on November 14–15 — bringing together design, flavor, and community in true Heineken fashion.
