Nightlife journey inspires the creation of the Heineken concept club [Interactive infographic]

This April, the end result of an exciting collaborative design project will be revealed at the Milan Design Week 2012. Heineken® Open Design Explorations Edition 1: The Club offered 19 up-and-coming designers from Milan, New York, Sao Paulo and Tokyo the opportunity to develop a progressive pop-up club. Over 100 clubbers from all over the world played a vital role in this creative process; their nightlife experience, perception and needs challenged and inspired the design team to make the club as enjoyable, social and memorable as possible.

Inspired by conversations

The global collaboration between designers, their expert coaches, the Heineken team and the clubbers was facilitated by an online creativity hub, the Heineken concept club community. In the first phase over 100 clubbers joined forces in sharing their nightlife experience through discussions and images. The online research community (MROC), managed by InSites Consulting, provided a 360-degree view on the motivations of people to go clubbing. Not only did this connection provide us with a true understanding of their needs, it also enabled us to introduce great and inspirational clubbers to the designers.

In the creation phase, the consumer insights were integrated in an interactive infographic to inspire the emerging designers. The InSites Consulting project team analysed the conversations to the core and reported these by connecting the shaped insights with designer challenges. The creative designer team joined the community to discuss the issues and themes they discovered and to share their ideas, sketches and images.

Customized for designers

To immerse the designers in the world of clubbers during their nightlife journey, they could move through the night by browsing the custom-designed interactive infographic. Discover how consumers are challenging Heineken to trigger their senses and encourage social interaction in the key moments of their journey:

Driven by research and creativity

By playing to the needs of clubbers, the designers were able to develop a visionary take on club design, raising the bar on how enjoyable, social and memorable a nightlife experience can be. Challenges like ‘how to bring the club’s atmosphere to the people waiting outside’ have a direct impact on the design of the club, resulting in the origami element below, linking the outside to the inside of the club and hinting at the interior design.

Check out the feature on for more details on the Heineken® Open Design Explorations Edition 1: The Club. Stay tuned, we are looking forward to partying at the opening of the Heineken concept club on April 17th in Milan and will definitely share our impressions with you.

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