Heineken® has opened entry to an exciting global design project that invites emerging designers from New York City, S?o Paulo, Tokyo and Milan to become part of a creative journey to collaborate on, conceive and produce a pioneering nightclub.
‘Open Design Explorations Edition 1: The Club’ is the first project in a strategic, new design initiative that will extend Heineken’s commitment to innovation by going beyond the design of beer packaging and focusing on the consumer experience in a bar. ‘Open Design Explorations’ seek to generate pioneering concepts for the social environment and beer moments through ‘open innovation’, a process that will see Heineken co-creating with emerging creative talent and specialised design studios.
Mark van Iterson, Manager Global Heineken Design & Concept said, “Heineken is recognised around the world for its creative excellence. At the recent Cannes Lions Creativity Festival in June the company received seven awards, including a Silver Lion in the design category for our STR aluminium black light bottle. The Open Design Exploration project will enable us to build on the creative momentum that exists in the brand and help us to create nightlife environments that deepen the bond that we enjoy with our consumers.”
‘Edition 1: The Club’ sees the brand targeting the global design audience for the first time by offering emerging designers across various disciplines a unique opportunity to become part of the global design conversation. Designers will be encouraged to uncover insights from club life around the globe, exchange ideas with esteemed peers and challenge pre-conceived notions of what a club environment should be by creating innovative design concepts that will be used to produce a concept club.
The project is focused on four important markets to the company – Brazil, Italy, USA and Japan – and will be activated through social media, experiential, partnerships and PR.
Mark van Iterson, added: “Our ambition is push boundaries in club design, and help to make an impact on the clubbing environment around the world. Through the first exploration, ‘The Club’, we will engage with our consumers, involve them in a conversation and then have the designers create truly pioneering concepts for the nightlife social environment. We are excited by the prospect of what the innovations can achieve through this programme and look forward to igniting exciting, global conversations.”