Amsterdam, 23th February 2012 - This April, the Milan Design Week 2012 will host a unique collaborative concept in nightclub design. International premium beer brand Heineken has given a group of emerging designers a platform to conceive the finale of a unique year-long initiative called Heineken Open Design Explorations Edition 1: The Club. The end result is a progressive pop-up club, the Heineken concept club, based on the theme of 'Changing Perspectives'.

The project offered 19 up-and-coming designers - chosen from Milan, New York, Sao Paulo and Tokyo, by world class design experts - an exciting opportunity to showcase their visionary take on club design on a world stage. Coming from a range of different disciplines - from interiors to fashion - the club is the conclusion of almost a year of discovery between the emerging designers, Heineken and input from clubbers all to create an exclusive environment that can now be experienced.

The Heineken concept club is designed to make the nightlife experience as enjoyable, social and memorable as possible. Over 100 clubbers from around the globe provided a range of questions for the designers to react to - such as creating an atmosphere, identifying yourself to the barman and leaving the club safely. Those insights challenged the designers to explore solutions to club design issues.

The venue will feature a flexible, origami-influenced structure, accommodating the flow of guests and an interactive bar. Lighting will be a key feature where by responsive surfaces and spaces at the venue will react with different lights to give a multitude of perspectives, encouraging social interaction between guests. Even the look of the clubbers' Heineken bottles will change depending on the lighting.

Concepts which encourage full participation and responsible consumption look to bring us an exciting result.

Heineken sees this project as the first of several exploratory design initiatives, and will continue to inspire ongoing creative thinking on the topic of the future of club design. Guests, throughout the Design week, are encouraged to input and share their vision, becoming part of the co-creation process so Heineken can give its consumers the opportunity to be part of this evolving project.

"What's more exciting than enabling our most creative minds to be inspired to innovate? Heineken drinkers are open-minded and want products designed to excite through outstanding and high quality design solutions," says Mark van Iterson, Global Head of Design at HEINEKEN. "This is our opportunity to create a platform for designers who can do exactly that; create stimulating, progressive experiences at one of the most important events in the global design calendar."

Now, at Milan, the public at large will be able to experience the Heineken concept club and volunteer their own opinions. It will be located in Zona Tortona, one of the main areas showcasing cutting-edge ideas during the week. The space will also be utilised during the day as a venue for sharing ideas and inspiration through a series of round table sessions and design presentations.

Address: Via Privata Gaspare Bugatti 3, Zona Tortona, Milan

Tuesday 17 April Wednesday 18 April Thursday 19 April Friday 20 April
13.00 OPEN OPEN OPEN OPEN
17.00 Aperitivo & guest speakers Aperitivo & guest speakers Aperitivo & guest speakers Aperitivo & guest speakers
19.00 Launch party (invited guests only) DJ Napoleon Private event (invited guests only) Open party With Massive Music DJs Open party With Massive Music DJs

http://www.youtube.com/watch?v=cLxlFsFho7shttp://bit.ly/HknOpDes - Short version
Click here for images.

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Notes to editors
Images: High resolution Jpgs and additional photography available on request
Interviews: Heineken spokespeople, coaches and designers available on request
Music acts and DJ's brought to you by 'Massive Music'
Design presentations will be PechaKucha events

Media contacts
Heineken International:
Marnie Kontovraki: marnie.kontovraki@heineken.com +31 (0)20 5239 355

iris PR:
Amy Vickery: amy.vickery@iris-worldwide.com +44 (0) 20 7654 7359 / +44 (0) 7812 354087
Rachel Newman: rachel.newman@iris-worldwide.com + 44 (0) 20 7922 8190
Robin Davies: robin.davies@iris-worldwide.com +44 (0) 20 7654 7657 / +44 (0) 7713 151147

About Heineken
The Heineken brand, that bears the founder's family name - Heineken - is available in almost every country on the globe and is the world's most valuable international premium beer brand. Additional information is available on www.heineken.com and www.heinekeninternational.com/presscentre.

About Design for Heineken

  • The brand now has a new, fresh and consistent identity worldwide
  • The packaging redesigns go beyond the expected and continue to receive
  • Throughout history Heineken has had a lasting influence and changed the way people enjoy beer: It was the first to introduce green beer bottles and brought draught beer to the home through DraughtKeg.

Award Winning Design
Heineken's STR bottle won an iF award in February 2011; a Silver Lion at the 2011 Cannes Lions; a Dieline award in Chicago, silver in the packaging category at ADCN; and on 29 September, in New York, it won the Platinum Pentaward in the Beverage category. On 24 September in Tallinn, the Design Management Europe Award jury honoured Heineken in the Large Companies category for its 'superior branding strategy and touch points execution'.