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Creating Engaging Brands at Identify '12 by Joeri Van den Bergh

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Creating Engaging Brands, presentated at Identify '12 by Joeri Van den Bergh on October 25, 2012 in Belgium.

Creating Engaging Brands, presentated at Identify '12 by Joeri Van den Bergh on October 25, 2012 in Belgium.


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Transcript

  • 1. Out March 2013
  • 2. Peter Arnell
  • 3. NIGHTLIFE +DESIGN =PROGRESSIVE =HEINEKEN
  • 4. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers
  • 5. Crowdsourcing emerging designersvia social media
  • 6. Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
  • 7. Designers get their inspiration fromlife in the city, the club scene,each other, their expert coaches,the Heineken brand and of course…clubbers!
  • 8. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey
  • 9. Understanding the journey of clubbers120 20 Clubbing design-savvyPARTICIPANTS COUNTRIES Heineken
  • 10. The Heineken concept club communityClubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  • 11. 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
  • 12. Connecting Discovering Getting a drinkDancing Cooling down Ending the night
  • 13. The layout takes a cue fromthe nightlife journey of clubbers
  • 14. The origami element at the entrance links the outside tothe inside of the club and hints at the interior design.
  • 15. The staff is dressed in vibrant futuristicoutfits,in line with the ‘Changing perspectives’ theme of the club.
  • 16. The biggest video bottle wall in the world reacts on soundand features live images of the clubbers.
  • 17. The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
  • 18. The interactive bar surface entertains and connectspeople in playful ways.
  • 19. The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays and openers.
  • 20. Leave your drink on the numbered shelfand go crazy on the dance floor.
  • 21. Joeri Van den Berghco-founder & gen Y expertmarketing author http://www.slideshare.net/joerivandenber gh/ www.howcoolbrandsstayhot.com