Heineken seeks international designers for 'The Club' design project
Drinks company Heineken has begun a global design project which will see designers from New York, Sauo Paulo, Tokyo and Milan collaborate, conceive and produce a nightclub.
The project, entitled ‘Open Design Explorations Edition1 : The Club’ is the first of a new design initiative undertaken by Heineken as part of its commitment to innovation, and see it focus on the consumer experience in-bar.
Concepts for the social environment and being sought, with Heineken set to co-create the concepts with emerging design talent and design studios.
Mark van Iterson, manager of 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," he added.
The brand aims to target a global design audience through the project which will see emerging designers across varying disciplines offered the opportunity to exchange ideas and challenge the notions of a club environment and create design concepts which could be used to produce a concept club.
The core markets for the project will be Brazil, Italy, USA and Japan, activated through social media, experiential and PR activity, alongside partnerships.
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."
An invite video has been posted by Heineken on its YouTube channel (see below).