SOURCE: Heineken

Heineken

October 22, 2015 09:00 ET

Heineken®, Subway Symphony and the Lowline Lab Unite to Bring a New Collaborative Urban Experience to New Yorkers

New Yorkers Are Invited to Test and Enjoy James Murphy's Subway Symphony Technology at the Lowline Lab Beginning the Last Weekend in November; The Public Can Voice Support for Subway Symphony Project by Using Hashtag #SubwaySymphony

WHITE PLAINS, NY--(Marketwired - Oct 22, 2015) - Throughout 2015, Heineken® has been helping musician James Murphy introduce New Yorkers and the world to his vision for a more melodic, inviting and beautiful New York City: Subway Symphony, an immersive new musical technology that turns the sound of subway turnstiles from harsh electronic buzzes into shimmering pieces of music.

Now, through collaboration with another dynamic urban-improvement project, Subway Symphony turnstiles will be installed for the public to experience firsthand at The Lowline Lab.

The Lowline -- a proposal to create the world's first underground park through the use of innovative solar technology -- recently debuted the "Lowline Lab," an above-ground research and exploration hub that simulates how an underground green space would come to life. In November, Murphy and Heineken will install working Subway Symphony turnstiles in the Lowline Lab, which is free and open to the public on Saturdays and Sundays through spring 2016. The Lowline Lab's privately operated innovation and testing area gives visitors their first opportunity to see, hear and experience these new technologies for themselves, and learn more about both Subway Symphony and The Lowline.

Subway Symphony has been enthusiastically supported by Heineken's Cities campaign, and the Lowline Lab's unique and engaging environment was a natural place for the installation.

"Like Subway Symphony, The Lowline project is an idea that demonstrates how New Yorkers are always excited to innovate, improve the city and find new ways to make life a little bit better for everyone," said Ralph Rijks, vice president of marketing at Heineken USA. "Our Cities campaign aims to make great cities even greater, and we're excited to give visitors a chance to try out the Subway Symphony project in this stunning environment."

Heineken unveiled plans to install Subway Symphony turnstiles at the Lowline Lab during The Lowline's annual "Anti-Gala" fundraiser on October 21. The Lowline Lab is located at 140 Essex Street between Rivington and Stanton on the Lower East Side. The space will be open noon to 6 p.m. each Saturday and Sunday through spring 2016, and the installation is always free and open to the public.

Along with the chance to experience Subway Symphony turnstiles firsthand, visitors can learn about The Lowline's innovative solar technology, which is designed to draw sunlight from street level into an abandoned trolley station, allowing plants to grow and the world's first underground park to thrive.

I Support #SubwaySymphony
The Subway Symphony technology has been gathering an eclectic mix of supporters throughout 2015, including former New York Gov. David Paterson, chef Marcus Samuelsson, accessibility advocates and thousands of New Yorkers. The Lowline Lab installation brings the Subway Symphony to life in a context outside of the subway system, and demonstrates why Murphy and Heineken have been committed to elevating the current transit experience and ensuring it is inclusive of all users.

To share your support for Subway Symphony, Heineken is encouraging fans to tweet "I support #SubwaySymphony," or, follow us at Facebook.com/Heineken, @Heineken_US, and at SubwaySymphony.com to stay updated on the program's latest.

About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken, the world's most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

About James Murphy
James Murphy is one of this century's key figures in music. As founder and principal of LCD Soundsystem, he created three of the most acclaimed albums of the new millennium and fronted unforgettable live shows that concluded in 2011 with the sold out near-four-hour Madison Square Garden extravaganza documented on THE LONG GOODBYE album and SHUT UP AND PLAY THE HITS documentary. But Murphy is much more than a musician -- he is also founder of the DFA label, a renowned producer whose recent credits include Arcade Fire's #1 album REFLEKTOR, an in-demand remixer and of course, a constantly in-demand DJ.

About Lowline
The Lowline is an effort to build the world's first underground park in New York City's Lower East Side. The project aims to draw natural sunlight into a disused historic trolley station, enabling plants and trees to grow. With support from every single elected official representing the neighborhood, alongside official endorsements from local community organizations and businesses, The Lowline is a registered 501c3 not-for-profit organization.

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