HEINEKEN INTERNATIONAL, Amsterdam / HEINEKEN / 2013
The idea was to explore future concepts in nightclub design that would enhance the drinking environment and create progressive new experiences for consumers. The end result of a year long co-creation program became Heineken’s nightclub version of the ‘concept car’ –showcased at the Milan design week. Matching Heineken’s open and worldly character, we brought together the creative power of 19 emerging designers from NY, Tokyo, Sao Paolo and Milano. With the diversity in culture and design fields combined, every aspect of the clubbing was challenged to give visitors the ultimate experience.
We brought together the creative power of 19 emerging designers from around the world. Together they co-created on a pioneering online creative hub. By researching current nightlife, we briefed on core insights. The interactive bar resolved the issue of clubbers’ becoming irritated by waiting, and invited visitors to connect with strangers. Design details extended throughout the club to the origami-inspired fashion of the staff, and a serving tray which holds the bottle in place when opening. World's largest TV wall made of 2500 Heineken bottles displayed live stream of club-goers whilst a UV chalk-board invited guests to share their ideas.
In four days, The Club saw 13,000 design enthusiasts and journalists enter its doors, the perfect audience to showcase Heineken’s design credentials and progressive nature. The club ignited the conversation on nightlife with more than 500+ articles written in design and lifestyle media globally. Elements of the club inspire high-end clubs in the world such as 1-Altitude in Singapore.
“This disco gets a wowser from Wallpaper*!” Wallpaper* magazine
“Heineken’s Milan concept club project was a real highlight of the Milan fair. Ambitious in scope and extremely well executed, it really moved the brand forward” Sunday Times Style
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