When the famous Dutch brewing company Heineken changes the look of their 140 year-old beer bottle it’s a pretty big deal. And that calls for the involvement of a pretty big name in the design world along with a new campaign slogan, not sans hashtag: #ArriveBIG. Enter Jeff Staple; he’s the founder of Staple Design, a 16 year old visual communications agency, and Reed Space, a world reknowned boutique with locations in New York and Japan. Jeff Jeff hosted the NYC “Arrive Big” dinner to celebrate Heineken’s new “Star Bottle” design, James Bond will be hosting the LA event this Friday. We were part of a small, celebratory gathering last night with a dinner prepared by well-known chef Eddie Huang and attended by recognized veterans of the creative game along with established newcomers. The low-profile outreach between high-profile creatives is the exact opposite approach to most current marketing practices in todays environment, and a welcomed change. The promotion for Heineken’s new direction is being done more creatively too—the invite was one of Staple’s hand painted 23-carat gold bottles. As for the party policy—there’s no celebrities, no step-and-repeat, and no red carpet—just a quiet collection of creatives making sure the conversation stayed art and design focused. Watch Staple HERE discussing concepts of progress, change, and growth for Heineken. Oh, and always #ArriveBIG.