Like most big cities, Seoul is full of lonely people – more than half its population (57%), according to OnePoll research in September 2025 (the same in London, Tokyo, New York, Paris and Sydney). 33% experience feelings of isolation weekly or more despite living in some of the world’s most densely populated areas and that rises to 47% for the Gen Z and Millennials. 35% say that their city does not encourage social interactions; 30% say they have only met someone new outside of work once or twice in the 6 months.

Heineken and LePub are bringing social connection back to these impersonal “complexes” – by transforming forgotten urban spaces, aka rooftops, into new places to socialise.

Seoul, with its fast-paced culture and soaring skyline, exemplifies the paradox. 53% of Seoulites say their city is designed for work and productivity rather than socialising and connecting, and 37% say there are too few social spaces. When viewed from above, Seoul has one of the highest proportions of flat rooftop space in world cities – many of which are painted green. So on these rooftops Heineken and LePub held events led by some of Korea’s most creative curators.

The location of each event was dropped from space via satellite imagery, highlighting where the naturally green canvas had been punctuated with a red star pinpointing an unused urban space ready for revival. Seoulites were challenged to track down these stars across the city, where they discovered rooftops transformed into lively new venues for conversation, shared experiences, and of course, a cold beer. Over 8,000 people applied to attend the events and across three days, Seoulites connected at an intimate set from DINO, singer of K-Pop icon SEVENTEEN, a hands-on design workshop with contemporary artist, Cha Inchul; and an interactive food tasting with celebrated chef, Cho SeoHyeoung. Inspired by the cultural Korean table, Peyong-Sang, a wooden platform used for outdoor socialising was at the heart of each event. Heineken blended this traditional symbol with a modern red-starred parasol with built-in space for an icebox and Bluetooth speakers, creating a fresh way to think about community and connection.

Photographer, Tom Hegen, known for capturing human impact on landscapes from the air, partnered with Heineken to document the process – turning the social spaces into a work of art that highlights Heineken’s refreshing view on socialisation. The photography will be displayed as DOOH across Seoul in the coming weeks.

Hegen stated, “Living in Munich, I know what it’s like to be in a bustling city – despite being surrounded by people, it can often feel lonely. These events from Heineken are proof that solutions to loneliness don’t always require new infrastructure – just a new perspective to refresh social life. In a world where urban space is becoming increasingly scarce, it’s essential to activate what already exists but has long remained inaccessible. There’s an art in transforming overlooked spaces into places of gathering, where beauty emerges not only from the setting but from the connections formed between people.”

Nabil Nasser, global head of Heineken, added, “We may not be able to redesign entire cities, but we can inspire people to rethink the spaces around them. By reviving overlooked rooftops into vibrant hubs, we’re creating places where people can connect, create, and celebrate together. Our red star against a green backdrop isn’t just an icon – it’s an invitation to the world, a symbol of togetherness and big enough to be seen from space. It’s a calling card for communities to come together, share experiences, and rediscover the joy of social connection over an ice cold beer. Even small changes in how we use space can have a big impact on how we connect in urban life.”

“Rooftop Revival is about reclaiming overlooked urban spaces to spark real connection. In a city that’s growing denser and more isolated, we’re transforming unused, green rooftops into vibrant hubs of creativity and sociability. This initiative proves that meaningful change doesn’t require new builds, just a fresh perspective to see the potential that’s already around us,” added Bruno Bertelli, global CEO LePub, CCO LePub Worldwide.

Credits:
Clients: Heineken Global & Heineken Korea
Creative Agencies: LePub Milan and Singapore, Publicis Groupe Korea
Aerial Photographer: Tom Hegen
Director: Cimona
Editorial Photographer: Eddie Keng, PARK WOO JIN
Satellite images © 2025 Maxar Technologies
Integrated Production: Core.A
Video Post-Production:  Work Post
Editing & Post-Production: Prodigious Singapore
Sound: Neon Sound
PR Strategy & Global Coordination: The Romans
Digital Agencies: Dentsu Global & Dentsu Korea
Digital Production: Allure
PNC Partners: TruePR