The biggest week in Latin music is happening right now in Las Vegas, as the Latin Grammys are about to be handed out on Thursday at the Mandalay Bay Events Center, airing live on Univision. For those nominees, performers, sponsors, VIPs and media attending, Heineken has created what is the best interactive experience ever designed for Latin music’s biggest night. I spoke exclusively with Brand Director Belen Pamukoff to get the lowdown on Heineken’s takeover of the Latin Grammys by turning Heineken House into ‘the place to be’ for anyone and everyone.

HOMBRE: How did Heineken House come about?
Belen Pamukoff: When we are doing sponsorships with different properties we are always looking to get the best experiences, every time. The Heineken House is a property that we are going to start activating in all the events that we do, but what happens in the Heineken House is different depending on the event.

H: Tell us about the Heineken House at the Latin Grammys
BP: Specifically for the Latin Grammys, it’s music. It’s a passion point for Hispanics so we wanted to bring that experience to the Heineken House. One thing we knew we needed to do was technology and make it interactive. So when consumers come in they can see how we’re involved with music, with technology with all the passion points that we think are key for our Hispanic Millennium Consumer.

It’s a Music Lab with a Sound Lab, a Touch Lab, the Sound Wall and the Media Hub, and at night we have events going on. Tuesday was the Latin Grammys opening night party. We have different celebrities that are going to participate. But it’s all about the music.

H: Who can come here?
BP: The Heineken House is open to everyone. You don’t need credentials for the day, but at night you need to be invited.

H: I noticed you are working with different artists throughout the day, like Toby Love, La Santa Cecilia, Julieta Venegas, among others; how did you select the artists?
BP: We worked closely with our agency. We invited different producers. One thing that was very attractive to artists was the Sound Lab, and the opportunity to work with producer Toy Selectah. And we have top of the line equipment. It’s a real studio, so many artists were attracted to that, and because they know we are doing something cool and different.

H: What year is this for Heineken’s participation in the Latin Grammys?
BP: We have been involved from the beginning. 14 years. We have activated every year, lounges, parties; but this is the first time we have a Heineken House.

H: Why is it important for Heineken to sponsor the Latin Grammys?
BP: As I mentioned, Latin music is a passion point for Hispanics, and Heineken is committed to the Hispanic consumer. Heineken is part of the Hispanic consumer from their home. It’s something that they know, that they grew up with, and it’s a brand that is timeless. It keeps rejuvenating every year, every time. Now we are talking about this younger Hispanic consumer and we need to be connected to the music that they are passionate about and that is what you see in the Latin Grammys. The Latin Grammys celebrate every year the best on the music scene.

H: From a personal standpoint, what kind of music do you listen to?
BP: I am very eclectic. I can listen to anyone from certain electronic music. But I love, for example, Miguel Bose who is the Person of the Year. I grew up with Miguel Bose and he’s an icon in Latin music. I love Juanes, Mana. In a word, eclectic.