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Developing the club of the future for Heineken

Heineken is a Dutch brewing company ranked as the third largest brewer in the world. The global design project of Heineken, Open Design Explorations Edition 1: The Club invited talented emerging designers from around the world to co-create the club of the future.

What did we do?

A 3-week Consumer Consulting Board (also known as online research community) with 120 design-savvy clubbers resulted in a consumer journey map, visualising their needs, perceptions, experiences and motivations. This served both as a briefing and as a source of inspiration for the designers.

Heineken Concept Club community

The results

The final Concept Club was built and showcased at the Salone del Mobile 2012 in Milan. The interactive infographic is the conclusion of the needs, perception and experience of the clubbers. The insights challenged designers to explore solutions to frictions in club design and to delight the crowd by truly understanding their motivations. In keeping the balance between triggering the senses of the individual and encouraging social interaction, Heineken is co-creating a nightlife experience to remember.