Event producer Tony Berger of Relevent turned the Xchange into a cutting-edge, futuristic setting with low, white leather seating and keg centerpieces in polished steel stations and tables. He also mimicked the marketing campaign by dressing models in the same futuristic outfits and platform heels shown in the ads, which were also projected onto the walls. The entire space was illuminated in Heineken-green.

Although Stuff magazine closed down earlier that week, a “Gearotica Gallery” sponsored by the publication featured the latest gadgets. But the 450 guests—mostly consumers—were too busy trying out the keg’s CO2 compressor and partying to the sounds of the Misshapes, the popular DJ ensemble for the new generation of keg drinkers. Actor Justin Long, best known as the Mac in the Apple ads, was there as a "special guest." He came, he took photos, and he hung out in a special V.I.P. area with his buddies.

 

The only alcoholic drink on tap was Heineken (and Heineken Light). Aside from that, there was bottled water and soda to wash down Match Catering's appetizers of grilled chicken paninis, beef negamaki, sping rolls, and pretzel sticks stuffed with chicken salad.

 

While it seemed like quite the men’s event, with scantily clad women, electronic gadgets, and an overwhelming supply of beer, Hoyne said that wan't the intention: “The crowd is a mixture of consumers and press, influencers and beer drinkers. We wanted a much broader audience, not just a group of socialites, a group of open-minded people who would use the keg."

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