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Heineken Designing The Club of the Future
 

Heineken Designing The Club of the Future

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This April, the end result of an exciting collaborative design project was revealed at the Milan Design Week 2012. Heineken® Open Design Explorations Edition 1: The Club offered 19 up-and-coming ...

This April, the end result of an exciting collaborative design project was 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. The end result can be found here: http://www.nightlifejourney.com/ . More about the market research online community projects at InSites Consulting can be found here:

http://www.insites-consulting.com/researchcommunities

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    Heineken Designing The Club of the Future Heineken Designing The Club of the Future Presentation Transcript

    • Consumer insights inspire the nightlife experience of tomorrow Thomas Troch Senior Research Innovator, InSites Consulting Caroline van Hoff Concept Development Manager On-Premise, Heineken International
    • The Heineken concept club (Milan, April 2012) Combining research with creativity is the perfect recipe for a great party! Background in Industrial Design thomas@insites-consulting.com @thomastroch
    • The Heineken STR bottle The historical legacy behind Heineken’s design credence is what led the brand to pursue its progressive roots and encourage emerging designers.
    • “Clubs are really interestingspaces for us to explore newdesign ideas, as they’re social,extrovert and progressiveplaces where design really setsthe scene for the nightlifeexperience.”Mark Van Iterson – Head of Global Design, Heineken International
    • Challenges Involve consumers in a vision of the future? Engage trendy clubbers from all over the world? Report findings to designers for maximum impact? Facilitate co-creation among the design team? Select ideas and create consistency?
    • How to create the club of tomorrow? Join forces with a multidisciplinary group of designers
    • Crowdsourcing emerging designersvia social media
    • Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
    • Designers get their inspiration fromlife in the city, the club scene,each other, their expert coaches,the Heineken brand and of course…clubbers!
    • How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey
    • Understanding the journey of clubbers clubbing design-savvy PARTICIPANTS Heineken COUNTRIES
    • RESEARCHcarefully screened group of consumers gathered around a common interest
    • joining a closed online platformlongitudinal connectionmanaged by passionate moderators RESEARCH carefully screened group of consumers gathered around a common interest
    • joining a closed online platformlongitudinal connectionmanaged by passionate moderators beliefs needs perceptions motivations RESEARCH underlying emotions aspirations carefully screened group of consumers gathered around a common interest
    • The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
    • Process Selection of designers Selection and development of ideas MROC with designers, coaches, MROC with the Heineken team 120 clubbers and clubbers Launch
    • "We collaborated in an online hub,a kind of virtual creative lab. Itwas bridging all continents andtime zones, stimulating crossfertilization and kept the creativejuices flowing through newprogress, new insights, newbriefs."Mark Van Iterson – Head of Global Design, Heineken International
    • How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design
    • Core potential of an insight You understand me AHA! X IT’S ME I never thought of it like this beforeBranding potential of an insightInnovation potential of an insight
    • Connecting Discovering Getting a drinkDancing Cooling down Ending the night
    • The layout takes a cue fromthe nightlife journey of clubbers
    • Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service designThe result?
    • Queuing in front of the club isalways so boring! It should bepossible to already have a firstglimpse of the vibes, it will make itworth waiting and build up myexcitement.
    • The origami element at the entrance links the outside tothe inside of the club and hints at the interior design.
    • Great staff member are critical inshaping my night, they are theface of the club. They should fitthe identity of the place andradiate positive energy, most ofthe time this isn’t the case.
    • The staff is dressed in vibrant futuristic outfits,in line with the ‘Changing perspectives’ theme of the club.
    • The first moment of meeting up isonly about my friends. It would becool if we could create and tweakour very own atmosphere.
    • The biggest video bottle wall in the world reacts on soundand features live images of the clubbers.
    • It is so frustrating not to benoticed by the bartender! I’mclearly trying to get his attention,however others are being servedbefore me.
    • The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
    • I’m at the bar for differentreasons; sometimes just to quicklyget a drink, but I may also becatching up with my friends orhaving a chat with an interestingstranger.
    • The interactive bar surface entertains and connectspeople in playful ways.
    • I like having a unique drink thathas a story to tell. This experienceemphasizes the identity andauthenticity of the club andprovides me with an exclusivestory worth sharing.
    • The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays and openers.
    • For me dancing is a great way torelease my energy and to loosemy inhibitions; it would be great ifthere was enough space to reallygo wild!
    • Leave your drink on the numbered shelfand go crazy on the dance floor.
    • We are all a bit looser whiledancing, this is a great opportunityto connect with new people andthe DJ; too often I’m onlysurrounded by the same people.
    • Video mapping and a 3D origami star let the dance floorbecome a playground, measuring the energy of the dancersand allowing the DJ to adjust accordingly.
    • In-between dancing I like to givemy senses a break. I want torevitalize before going back ontothe dance floor.
    • The angular seating in the lounge areacalms the senses.
    • Clubbers are invited to express their thoughtson an origami-shaped wall.
    • When we head home, we cherishthe great moments we had. Itwould be amazing if there wassome kind of way to rememberthe night and share it.
    • Instant pictures provide you witha tangible memory to take home.
    • It’s awful when we get kicked outwhen the club closes! The leastthey could do is check up on us tomake sure we had a great night,are in need for a last drink or acab.
    • When it’s time to move on, a friendly conciergewill guide clubbers onwards, giving directionsand arranging cabs home.
    • Challenges Involve consumers in a vision of the future? Engage trendy clubbers from all over the world? Report findings to designers for maximum impact? Facilitate co-creation among the design team? Select ideas and create consistency?
    • Design proves to beone of the mostpowerful tools to createa memorable journey,the connection withclubbers results in arelevant and impactfulexperience.The Heineken concept club thomas@insites-consulting.com @thomastroch