Heineken Unveils Concept Nightclub at Milan Design Week
Milan’s internationally renowned week-long design fair hosted the unveiling of a crowd-sourced nightclub concept from Heineken. A yearlong design exploration project, created through the progressive minds of 19 emerging designers from across the globe, resulted in a prototype of a futuristic nightclub.
Designers from Tokyo, Sao Paulo, Milan and New York, with the help 100 clubbers from more than 20 cities, contributed to the pioneering concept club through a special virtual creative online hub. The hub encouraged the fusion of different cultures and disciplines with the aim of innovating nightclub design around the world.
Mark van Iterson, head of global design at Heineken, says, “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. This is the first of several exploratory design initiatives aimed at creating fresh ideas and new perspectives in design-led experiences."