- Merging the craft of brewing, and art and design, the collaboration from Heineken® Studio sees Axel Chay and Heineken® come together to create a bespoke new brew and ‘Social Set’ designed for social moments; including a tray, coaster, and glassware.
November 2025, Amsterdam: Heineken® Studio, the experimental innovation hub of Heineken®, has launched a new collaboration with Marseille-born interior designer, Axel Chay. The partnership connects brewing innovation, artistic vision, and quality experiences.
Inspired by nights meeting friends and new connections at his all-time favourite bars in Marseille, the collaboration consists of a bespoke new brew with a specially designed can and a ‘Social Set’; with tray, coaster, and glassware. It was conceived to enhance social experiences when bringing both friends and new faces together over a drink.
Heineken® Studio’s collaboration with Axel Chay is an immersion into his world, his hometown of Marseille and his distinct metal-work design. The result is a high design range that evokes magical social moments.
Chosen for his artistic flair, contemporary aesthetic and previous brewing experience alongside his brother, Aimeric, Chay joined forces with Heineken®’s Master Brewer, Willem van Waesberghe, to craft the unique limited edition seasoned lager and a custom designed can that speaks to his life in Marseille. The brew infuses notes of peach and pineapple, reflecting the sunny South of France, and Camargue salt, native to Marseille, with Heineken®’s iconic crisp and refreshing taste.
Meanwhile, the custom-designed can seamlessly merges Chay’s creative vision with Heineken®’s iconic branding, offering a fresh expression of the brand’s distinctive look.
The accompanying ‘Social Set’, is born from the desire to design an entire ’serve’ ritual, reflective of Axel carrying multiple beers over to his social circle at his favourite, bustling Marseille bars.
Known for his chrome and coloured tubular forms in iron and steel, Chay blends his playful, signature post-modern style, with Heineken®’s iconic green for the ‘Social Set’. Each piece, whether the glassware or the tray, serves as both a functional object and a conversation starter, encouraging people to slow down, connect and share meaningful moments together.
Jules Macken, Global Innovation Director, Heineken®, on the concept of Heineken® Studio and its ambition: “Heineken® Studio is a dynamic space for creativity, blending innovation and artistry to brew the future of social experiences. This collaboration allows Heineken® Studio to partner with exciting creative talents to push boundaries, create cultural relevance and engage with new audiences in fresh ways.”
Axel Chay, Designer, explains why he wanted to collaborate on this launch: “This is fun and functional, and also deeply personal. At the heart of this collaboration with Heineken® Studio is how I want to connect with my friends, family and community in my town of Marseille.
I created the ‘Social Set’ as a way to make socialising with my people – a sacred time for me – an easier and more seamless experience in Marseille’s packed bars. Part of this, of course, is looking good!
It’s been incredible to merge my creative vision with the brand’s innovative spirit. We’ve made a beer that is really special and reflects the liveliness and spirit of Marseille through the bright notes of peach and pineapple, and the distinct Camargue salt flavourings.”
Willem van Waesberghe, Master Brewer, Heineken®, explains the creative ideation process behind the brew: “Our creative partnership began with an exploration of Axel’s base of Marseille and his vision for the beer. Our goal was to craft something that harmonised the crisp, refreshing character of Heineken® with flavours that held a deep, personal meaning. We blended notes of peach, pineapple and a hint of Camargue salt to create a seasoned larger that is both distinctive and authentically his own.”
The Heineken Studio® x Axel Chay collaboration will be available in France from 17 November at heineken.com/fr and at a dedicated pop-up store in Marseille between 14 and 15 November. It will also be available at select venues across France.
About Heineken® Studio
Heineken® Studio is the experimental innovation hub of Heineken®, the world’s most international brewer, and the leading developer and marketer of premium beer and cider brands.
Heineken® Studio is a sub-brand of Heineken®, committed to innovation and bringing the expertise of Heineken®’s top creative talent in brewing and innovation directly to cultural tastemakers.
Heineken® Studio fosters experimentation and innovation to create innovations that are bold, progressive and are culturally relevant today and tomorrow.
Locations Serving the Heineken® Studio x Axel Chay Limited Edition Brew
- Marseille: The Marseille Stadium
- Paris: The Accor Arena
- Lille: Le Django
- Lyon: Le Grand Cafe de la Soierie, Le MKB
- Toulon: Havana Cafe
- Dury: The White Pub
- St Raphael: Excelsior
- Voiron: Le Schuss
- Samoens: Bar Le Samoens
- Morzine: Le Coup de Coeur
- Maisons-Laffitte: Le Cosy
- Larmor Plage: Le Tour de Monde
- St Sebastien Sur Loire: Madrague
- Dinan: Le Duclos
- Vannes: Le Skellig Pub
- Quiberon: Le Colibri
- Argentré du Plessis: Le Six
- Rennes: Le Piccadilly
- Lorient: La Base, FC Lorient
- Brest: Hamilton, La BAse, Tour du Monde
- Guilers: Ti Break
- Clermont Ferrand: Cafe Pascal
- Bourges: Pub Murrayfield
- Chatillon sur Chalaronne: Le Napoleon
- Camon: La Cave des Hortillons
- St Germain en Laye: L’excès
- Saint-Rémy-lès-Chevreuse: Le Chalet