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Heineken unveils crowd sourced concept nightclub


By John Glenday | Reporter

April 25, 2012 | 1 min read

Heineken has unveiled its crowd sourced nightclub concept at the Milan Design Fair, following a yearlong collaboration between 19 emerging designers.

More than 100 clubbers from around the world contributed to the prototype nightclub, each of whom shared their experiences via a ‘virtual creative online hub’ to share ideas.

These ideas were distilled into six key themes; connecting, getting a drink, discovering, dancing, cooling down and ending the night.

This led to the introduction of “other worldly” waitresses, interactive bar surfaces and a concierge amongst other innovations.

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.“


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