Nightlife journey of clubbers inspires emerging designers to develop a visionary concept club (by Thomas Troch)

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Nightlife journey of clubbers inspires emerging designers to develop a visionary concept club (by Thomas Troch)

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Nightlife journey of clubbers inspires emerging designers to develop a visionary concept club (by Thomas Troch), presented at the International Conference on Design & Emotion in London on September......

Nightlife journey of clubbers inspires emerging designers to develop a visionary concept club (by Thomas Troch), presented at the International Conference on Design & Emotion in London on September 13, 2012

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  • 1. Nightlife journeyof clubbersinspires emergingdesigners todevelop a visionaryconcept club Thomas TrochSenior Research Innovator,InSites Consulting
  • 2. The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage emerging designers.
  • 3. Challenges1 Involve consumers in a vision of the future?2 Engage trendy clubbers from all over the world?3 Report findings to designers for maximum impact?4 Facilitate co-creation among the design team?5 Select ideas and create consistency?
  • 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. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersConnect with clubbers and understand their journey
  • 8. Understanding the journey of clubbers120 20 ClubbingPARTICIPANTS COUNTRIES design-savvy Heineken
  • 9. Online Research Community
  • 10. RESEARCHcarefully screened group of consumers gathered around a common interest
  • 11. joining a closed online platformlongitudinal connectionmanaged by passionate moderators RESEARCH carefully screened group of consumers gathered around a common interest
  • 12. joining a closed online platformlongitudinal connectionmanaged by passionate moderators beliefs needs motivations underlying emotions RESEARCH co-creation carefully screened group of consumers gathered around a common interest
  • 13. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  • 14. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersConnect with clubbers and understand their journeyApproach the nightlife experience as service design
  • 15. Connecting Discovering Getting a drinkDancing Cooling down Ending the night
  • 16. The layout takes a cue fromthe nightlife journey of clubbers
  • 17. Join forces with a multidisciplinary group of designersConnect with clubbers and understand their journeyApproach the nightlife experience as service designThe result?
  • 18. Great staffmember are criticalin shaping my night,they are the face ofthe club. Theyshould fit theidentity of the placeand radiatepositive energy,most of the time thisisn’t the case.
  • 19. The staff is dressed in vibrant futuristic outfits,in line with the ‘Changing perspectives’ theme of the club.
  • 20. It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing served beforeme.
  • 21. The bar is interactive andallows you to order a beer, it evenkeeps track of who is next in line.
  • 22. I like having aunique drink thathas a story to tell.This experienceemphasizes theidentity andauthenticity of theclub and providesme with anexclusive storyworth sharing.
  • 23. The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays and openers.
  • 24. For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space toreally go wild!
  • 25. Leave your drink on the numbered shelfand go crazy on the dance floor.
  • 26. When we headhome, we cherishthe great momentswe had. It would beamazing if therewas some kind ofway to rememberthe night andshare it.
  • 27. Clubbers are invited to express their thoughtson an origami-shaped wall.
  • 28. Instant pictures provideyou with a tangible memoryto take home.
  • 29. It’s awful when weget kicked outwhen the clubcloses! The leastthey could do ischeck up on us tomake sure we had agreat night, are inneed for a last drinkor a cab.
  • 30. When it’s time to move on,a friendly concierge will guideclubbers onwards, giving directionsand arranging cabs home.
  • 31. Challenges1 Involve consumers in a vision of the future?2 Engage trendy clubbers from all over the world?3 Report findings to designers for maximum impact?4 Facilitate co-creation among the design team?5 Select ideas and create consistency?
  • 32. Evolution from consumersas validators to consumersas inspirators.Reaching out to externaltalent can make not only theresult, but also the processworth sharing.The Heineken concept club linkedin.com/in/thomastroch thomas@insites-consulting.com
  • 33. Evolution from consumersas validators to consumersas inspirators.Reaching out to externaltalent can make not only theresult, but also the processworth sharing.The Heineken concept club linkedin.com/in/thomastroch thomas@insites-consulting.com