The Drum Awards for Marketing Entry Deadline

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By John Glenday | Reporter

March 15, 2012 | 1 min read

Heineken has given a sneak preview of its crowd sourced concept club, set to launch at the Milan Design Fair on Tues, April 17.

The beer brand commissioned a group of emerging international designers to build the pop up club, based on the theme of ‘Changing Perspectives’.

Over 100 clubbers from around the world contributed to the project, challenging the designers to explore issues relating to atmosphere and safety; even the age old conundrum of identifying yourself to the bar staff.

This has seen a flexible ‘origami-influenced’ structure adopted, with responsive surfaces and faces responding with different lighting to encourage social interaction.

Mark van Iterson, Global Head of Design at Heineken, said: “What’s more exciting than enabling our most creative minds to be inspired to innovate? Heineken drinkers are open-minded and want products designed to excite through outstanding and high quality design solutions.

“This is our opportunity to create a platform for designers who can do exactly that; create stimulating, progressive experiences at one of the most important events in the global design calendar.”