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 13, 2012

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

  1. 1. Nightlife journeyof clubbersinspires emergingdesigners todevelop a visionaryconcept club Thomas TrochSenior Research Innovator,InSites Consulting
  2. 2. The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage emerging designers.
  3. 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. 4. How to create the club of tomorrow?Join forces with a multidisciplinary group of designers
  5. 5. Crowdsourcing emerging designersvia social media
  6. 6. Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
  7. 7. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersConnect with clubbers and understand their journey
  8. 8. Understanding the journey of clubbers120 20 ClubbingPARTICIPANTS COUNTRIES design-savvy Heineken
  9. 9. Online Research Community
  10. 10. RESEARCHcarefully screened group of consumers gathered around a common interest
  11. 11. joining a closed online platformlongitudinal connectionmanaged by passionate moderators RESEARCH carefully screened group of consumers gathered around a common interest
  12. 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. 13. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  14. 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. 15. Connecting Discovering Getting a drinkDancing Cooling down Ending the night
  16. 16. The layout takes a cue fromthe nightlife journey of clubbers
  17. 17. Join forces with a multidisciplinary group of designersConnect with clubbers and understand their journeyApproach the nightlife experience as service designThe result?
  18. 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. 19. The staff is dressed in vibrant futuristic outfits,in line with the ‘Changing perspectives’ theme of the club.
  20. 20. It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing served beforeme.
  21. 21. The bar is interactive andallows you to order a beer, it evenkeeps track of who is next in line.
  22. 22. I like having aunique drink thathas a story to tell.This experienceemphasizes theidentity andauthenticity of theclub and providesme with anexclusive storyworth sharing.
  23. 23. The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays and openers.
  24. 24. For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space toreally go wild!
  25. 25. Leave your drink on the numbered shelfand go crazy on the dance floor.
  26. 26. When we headhome, we cherishthe great momentswe had. It would beamazing if therewas some kind ofway to rememberthe night andshare it.
  27. 27. Clubbers are invited to express their thoughtson an origami-shaped wall.
  28. 28. Instant pictures provideyou with a tangible memoryto take home.
  29. 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. 30. When it’s time to move on,a friendly concierge will guideclubbers onwards, giving directionsand arranging cabs home.
  31. 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. 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. 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

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