Shows take place on October 25th, from 3pm to 3am the next day, at Fábrica de Impressões, in São Paulo; public will only know artists at the time
THE Heineken confirmed the details of the At the Line-Up Festival. The event with free entry and capacity for up to 3,000 people is scheduled to take place on October 25th, a Saturday, from 3pm to 3am the following day, at Fábrica de Impressões, located in Barra Funda, in São Paulo.
The promise is to bring more than 15 national and international attractions, ranging from rock to pop and hip hop, including bands and DJs. However, the public will only know the artists scheduled during the event itself, as the lineup will not be revealed — hence the name “No Line-Up” (something like “No lineup”).
The curatorship is in charge of Lúcio Ribeirocreator of Popload Festivalpop culture journalist and curator of shows and festivals; and Felipe Hirschmusic curator, film and theater director. In a note, Ribeiro states:
“The magic of a good festival is that you can go see a band or artist that you really want to see, but at the same time make new discoveries. With the No Line-Up Festival, without revealing it, Heineken greatly increases this pleasure of discovery. And it was with this premise that we thought about choosing each of the attractions of this event that is already disruptive in essence.”
The first batch of tickets will be available for collection this Thursday, 16th, at 1pm. The only way to obtain tickets is through the Hei! app, available on the App Store and Google Play — and the ticket holder will be entitled to a companion.
Regarding the unusual decision not to confirm the lineup before the event, a press release explains:
“Today, Brazil has a huge number of musical events and, according to a survey of the 2025 Festivals Map*, this year alone there will be more than 100 festivals. They all have something in common: the expectation for the announcement of the line-up. Therefore, Heineken decided to challenge standards by launching the Heineken No Line-Up Festival, the brand’s first proprietary festival in Brazil, where the attractions will only be known during the event itself.”
The initiative is part of the Green Your City platform, launched in 2021, which seeks to materialize the proposal of providing high-quality moments of connection through experiences that break with routine and encourage new perspectives in a sustainable way.
Tickets for No Line-Up Festival
Access to the event will be via ticket generated by QR Code. To secure yours, simply download the Hei app. After downloading, you need to quickly register. Then, just access the No Line Up Festival banner within the app and select the desired number of tickets (limited to two per person). Tickets are automatically available in the app. The ransom will be released this Thursday (16), starting at 1pm. Please note: tickets are limited.
Service: Heineken® No Line-Up Festival
- Date: October 25, 2025
- Time: 3pm to 3am
- Location: Printing Factory – Rua Achilles Orlando Curtolo, 617 – Parque Industrial Tomas Edson, São Paulo – SP, 01144-010.
- *Access permitted for people over 18 years old. Minors, even accompanied by their parents, cannot access the event.
- How to access: redemption of free and limited tickets on October 16th from
- 1pm via the Hei App app – available for Android and IOS.
- How to download the app: To do the download of Hei, just access your cell phone’s app store and search for ‘Hei’. Click here to download. The application is free and available to download. The application can only be accessed by people over 18 years of age.
- Important: the event is subject to capacity. Even with a ticket in hand, it may be necessary to wait for the public to leave before entering, respecting the maximum limitations of the location.
Rolling Stone Brasil: Avenged Sevenfold, Planet Hemp and more
The new edition of Rolling Stone Brasil features an exclusive interview with the 5 members of Avenged Sevenfoldon the eve of his biggest solo shows in Brazil. There is also a chat with Planet Hempa special Bruce Springsteentribute to Ozzy Osbourne and much more. Buy on the Loja Perfil website.
+++ Follow Rolling Stone Brasil @rollingstonebrasil on Instagram
-
heineken
Source: Rollingstone
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
