Heineken Launches Summer Oasis in Auckland, 'Club Silver'

Heineken Silver has aced the serve of the summer, opening the gates to 'Club Silver', a contemporary open air lawn bar that’s transformed the historic Parnell Lawn Tennis Club into Auckland’s newest social playground.

Running from early December through late January, 'Club Silver' brings a modern spin to the country-club aesthetic: long lazy afternoons, striped parasols, polished greens, secret DJ sets, rotating food partners, and a calendar of cultural takeovers.

Founded in 1872, only eight years after Heineken was first brewed in Amsterdam, Parnell Lawn Tennis Club shares the same spirit of conviviality, and as one of the oldest lawn tennis clubs in the world, opening its courts to the public for the first time in decades makes 'Club Silver' feel both nostalgic and completely new.

Tucked between Auckland Domain and the city skyline, 'Club Silver' is a summer oasis in the middle of Auckland; an easy, sun-soaked spot to drop in, and make the most of the day’s best hours before drifting to nearby nightlife.

The activation acts as the experiential centrepiece of the Heineken ‘Silver Summer’ campaign, laddering directly into the Heineken 'Join the Club' brand platform.

DB Breweries marketing director Fraser Shrimpton says the goal was simple: build a place that genuinely reflects the way Kiwis drink Heineken Silver.

Fraser said, “Afternoons are the heart of a New Zealand summer, and that’s exactly the moment Heineken Silver owns. 'Club Silver' is built for that golden window. It’s premium but easy. Stylish but relaxed. It’s unmistakably Heineken.

“We wanted to make Club Silver impossible to miss. Every channel works hard to drive discovery, foot traffic. We were really excited to be able to broadcast live DJ moments across Auckland in real time, from roaming digital trucks to high-impact OOH. We turned the energy of the club into a stream of live content that can find people wherever they are.”

Special PR led on creative ideation, brand experience, and media relations, while Dentsu Aotearoa orchestrated a nationwide media plan spanning outdoor, digital, Uber, Spotify, and socials.

Saatchi and Saatchi NZ have worked across the Heineken 'Join the Club' brand platform activity. Multiplied carried the 'Club Silver' energy into retail, translating the lawn-club world into shopper moments across Woolworths, Liquorland, Super Liquor, Big Barrel/Thirsty Liquor, and Liquor Centre/Bottle-O.

The Supreme Group were tasked with bringing the 'Club Silver' creative vision to life, delivering an activation build and fit out to prepare two tennis courts for one of the city’s favourite kinds of social sport; lounging and sipping.

'Club Silver' is open every Friday and Saturday from 2-8pm through January 31st with a constantly evolving programme of cultural takeovers, public days, surprise sets, and ticketed events.