Heineken unveiled its yearlong design concept for a futuristic night club at Milan's internationally renowned design fair.
The prototype nightclub designs were brewed from the creative minds of 19 emerging designers from around the world including Tokyo, Sao Paulo, Milan, and New York. Heineken also enlisted help from 100 active clubbers across 20 cities to give insight on social experiences and feedback on the new conceptual project.
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With the creative mind power and feedback from passionate socialites, the result was a collaborative effort that fused culture and design disciplines for an innovative new experience.
Mark van Iterson, Head of Global Design at HEINEKEN said, "Clubs are really interesting spaces for us to explore new design ideas, as they're social, extrovert and progressive places where design really sets the scene for the nightlife experience. We set out to experiment with ways of making the night more welcoming, more memorable and igniting conversation through design concepts and innovations."
We wanted to design a total environment and experience, while exploring how co-creation could push boundaries, keep surprising adult consumers and be ahead of the game," he added.
The project was based on 6 key areas in order to provide energy and enjoyable nightclub experience.
First was social engagement, which the project encouraged through interacting games and unexpected activities.
Second was getting a drink. An interactive bar entertains and connects people through playful ways.
Next is discovery, where the space offers a new interactive experience using lights and images around the space that creates pleasant surprises for clubbers.
Fourth is dancing. The dance space is inviting and all the action is interactive with new video mapping technology.
Fifth is cooling down at the lounge area where clubbers can socialize and express themselves on an origami wall.
Lastly, those ending the night can connect with a concierge who can guide clubbers home and arrange cabs.
Heineken sees this project as the first of several exploratory design initiatives, and will continue to seek fresh ideas and new perspectives in design-led experiences.