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Out March 2013
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Peter Arnell
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NIGHTLIFE +
DESIGN =
PROGRESSIVE =
HEINEKEN
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How to create the club of tomorrow?
Join forces with a multidisciplinary
group of designers
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Crowdsourcing emerging designers
via social media
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Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
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Designers get their inspiration from
life in the city, the club scene,
each other, their expert coaches,
the Heineken brand and of course…
clubbers!
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How to create the club of tomorrow?
Join forces with a multidisciplinary
Connect with clubbers and understand
group of designers
their journey
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Understanding the journey of clubbers
PARTICIPANTS
120 COUNTRIES
20 Clubbing
design-savvy
Heineken
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The Heineken concept club community
Clubbing experience
Role of clubbing Review of the
Ideal experience
nightlife experience
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How to create the club of tomorrow?
Join forces with a multidisciplinary
Connect with clubbers and understand
group of designers
their journey
Approach the nightlife experience as
service design
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Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
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The layout takes a cue from
the nightlife journey of clubbers
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The origami element at the entrance links the outside to
the inside of the club and hints at the interior design.
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The staff is dressed in vibrant futuristic
outfits,
in line with the ‘Changing perspectives’ theme of the club.
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The biggest video bottle wall in the world reacts on sound
and features live images of the clubbers.
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The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
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The interactive bar surface entertains and connects
people in playful ways.
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The limited edition bottle alters it’s appearance
under different types of light and is accompanied
by origami serving trays and openers.
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Leave your drink on the numbered shelf
and go crazy on the dance floor.
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co-founder & gen Y expert marketing author
Joeri Van den Bergh
http://www.slideshare.net/joerivandenbergh/ www.howcoolbrandsstayhot.com