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Design Project at Milan: “The Club” from Heineken

Not only a beer, but a multidisciplinary brand: this is Heineken, the Dutch brand that reinvents itself every single day. Its last surprise is called “The Club”, the first project of their Open DesignExplorations.  It consists in a pop up nightclub in the Tortona district, which brightened Milan’s Design Week.

 “The Club” is the result of a year’s work, an ambitious collaborative research and design project that counted with the help of 19 club-going young designers from São Paulo, Tokyo, New York and Milan, with the supervision of the Heineken’s Global Head of Design Mark van Iterson, along with Professor Buijs and six industry experts.

 From the variety of contributors, there are included not only students and young professionals, but also interior, product and fashion designers, architects and graphic designers.

The selection was rigorous:  the crowd-sourced finalists presented their ideas at Pecha Kucha events, at the end of which the team was selected. To enhance this project, the team visited clubs in all four of those cities.

The share of ideas conducted to design elements brought to life in the pop up club.

Heineken shows, one more time, that creativity is also synonymous of success.