Heineken: A-Wet Building

In collaboration with Heineken, STRAAT Museum curated and managed a series of four commissioned artworks for the refurbishment of the A-Wet building, located next to the Heineken Experience in the historic former Heineken family residence. The project formed part of a wider transformation of the building and aimed to integrate contemporary art into a space that reflects both Heineken’s heritage and its future ambitions.

Working closely with Heineken, STRAAT selected four Dutch artists whose practices sit at the intersection of illustration, muralism, and contemporary public art. Each artist was invited to create a 2 x 2 metre canvas inspired by one of Heineken’s four core company values.

Enjoyment of Life — Joren Joshua

Joren Joshua is known for his bold graphic style, playful storytelling, and ability to capture human interaction with warmth and humour. His artwork celebrated the simple moments that bring people together, reflecting the joy of sharing experiences, conversations, and connections.

Courage to Dream and Pioneer — Floor Sabelis

Floor Sabelis creates thoughtful compositions inspired by everyday observations and rituals. Through carefully balanced forms and colour palettes, Floor explored themes of ambition, curiosity, and innovation, responding to Heineken’s pioneering spirit and drive to challenge convention.

Care for People and Planet — Hedof

Working under the name Rick Berkelmans, Hedof is recognised for his vibrant visual language, optimistic characters, and playful use of colour. His artwork reflected the interconnected relationship between people, communities, and the environment, expressing Heineken’s commitment to creating a positive impact beyond its products.