Amstel

Not 'friends of', but 'Heroes of Amstel LIVE!'

Last year rock singer Roel van Velzen delivered a number of hits by his favourite pop group, Queen, during the Friends of Amstel LIVE! event. Something not normally done, but the public were hugely appreciative. That gave the organizers an idea: should we turn that element into a separate event? And the travelling music circus called Heroes of Amstel LIVE! was born.

In the skin of...

Top performers slipped into the skin of their three greatest role models and during the first edition, Van Velzen, Nick & Simon and Miss Montreal – led by Edwin Evers and his band – were on the programme. Van Velzen played numbers by Queen, The Police and Keane, songstress Miss Montreal sang numbers by Bon Jovi, No Doubt and Sheryl Crow, while Nick & Simon revealed their source of inspiration with numbers from Simon & Garfunkel, Wham! and The Beatles.

Bar concept

Gielissen was asked to develop a special bar concept that fitted with the Heroes of Amstel LIVE! concept and exuded the right 'friendly atmosphere'. We built two bars, consisting of 4 metre-high illuminated Amstel beer glasses, with an Amstel bar in front of it: a bar of 16 metres in length that can be used at various events.