Tuesday, 20 March 2012

An ever-evolving Heineken

After launching a campaign in 2011 to select artists for a brand new project – as read here in August – Heineken is about to unveil the chosen 19 experts taken on board of the Heineken Open Design Explorations Edition 1: The Club. This is an exciting project, which will be open to the public during next month’s Milan Design Week (between 17 and 22 April).

Stemming from their ongoing concern with the brand’s design, creating a fresh and consistent identity around the world, Heineken thought it was about time to rethink nightclubs, tailoring them to their clients’ needs. Therefore they decided to gather masterminds from different backgrounds, from fashion to interiors to motion design, and came up with the theme of “changing perspectives” for this conceptual nightclub. The pop-up space during Design Week will work as a sort of test drive for the club, when Heineken will be open to feedback from the visitors.

The world-class experts come from Milan, New York, São Paulo and Tokyo, and have done research for almost one year, taking into consideration questions sent by over 100 clubbers from all over the world and using them as a starting point to develop the project. All questions were thought aiming to provide a memorable, safe and social night out, and ranged from how to leave the club safely to how to create an exciting atmosphere.

All concepts applied to the making of this pop-up bar were thought to encourage full participation of the guests and suggest responsible consumption of the beverage.

The interactive bar, placed next to the dance floor, will have a flexible sofa with an origami-influenced structure, and the lighting all around will change the look of Heineken’s bottles (depending on the angle), as well as react with responsive surfaces and spaces in the venue.

Mark van Iterson, Global Head of Design at Heineken, thinks highly of the contributors and of the final project: “What’s more exciting than enabling our most creative minds to be inspired to innovate? Heineken drinkers are open-minded and want products designed to excite through outstanding and high quality design solutions. This is our opportunity to create a platform for designers who can do exactly that; create stimulating, progressive experiences at one of the most important events in the global design calendar.”                       

If you are in Milan during Design Week, make sure to pay a visit to this concept nightclub and see for yourself how these geniuses of design worked together to improve our night out. Meanwhile, check out the video below giving us a little hint on how the project will end up like.          

Heineken Open Design Explorations Edition 1: The Club 
At Milan Design Week 2012
Via Privata Gaspare Bugatti 3
Zona Tortona, Milan

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