Yesterday, Heineken unveiled the result of their yearlong design initiative called Heineken Open Design Explorations Edition 1: The Club at the Milan Design Fair. 19 designers from Tokyo, Sao Paulo, Milan and New York made a futuristic crowd-sourced concept nightclub with the help of 100 clubbers from more than 20 cities, who shared their social interaction insights, contributed to the pioneering concept club through a special virtual creative online hub.
There are six key areas combined at the heart of the design solutions presented in the concept club:
· Connecting: Interacting ‘games’ and unexpected activities take people out of their shells, encouraging social engagement and participation.
· Getting a drink: The interactive bar surface entertains, connects people in playful ways and lets the bar staff know who’s next.
· Discovering: The Club is a place of exploration, packed with intriguing elements from playful interactive features to lighting that surprises people into seeing different images appear around the space.
· Dancing: An alluring dance space invites guests to take the stage under a 3D origami star while the latest video mapping technology creates an interactive sense between the crowd and the DJ.
· Cooling down: With angular seating and other-worldly waitresses, the lounge area, calms the senses whilst inviting clubbers to express their thoughts on an origami-shaped ‘wall’.
· Ending the night: When it’s time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home.
Mark van Iterson, Head of Global Design at Heineken explains: “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.”
Update: The video from the club’s launch:
The Club is being showcased at the Milan Design Fair until Friday 20th April at Via Privata Gaspare Bugatti 3, Zona Tortona, Milan, with Massive Talent presenting DJs and acts throughout the week. Next to the absolutely fantastic experience this concept surely gives anyone who visits it, there’s the fact that Heineken isn’t stopping just yet – the company 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. Club of the Future, Bottle of the Future… what else will Heineken come up with? Creatives, be prepared.