Heineken & InSites Consulting co-created the club of tomorrow with 19 young designers & a community of clubgoers

1. InSites Consulting
4 April 2012
Nightlife journey inspires the
creation of the Heineken concept
club [interactive infographic]
This April, the end result of an exciting collaborative design project will be 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.
Inspired by conversations
The global collaboration between designers, their expert coaches, the Heineken team and
the clubbers was facilitated by an online creativity hub, the Heineken concept club
community. In the first phase over 100 clubbers joined forces in sharing their nightlife
experience through discussions and images. The online research community (MROC),
managed by InSites Consulting, provided a 360-degree view on the motivations of people to
go clubbing. Not only did this connection provide us with a true understanding of their
needs, it also enabled us to introduce great and inspirational clubbers to the designers.
Screenshot: The Heineken concept club community
The Heineken
concept club

2. InSites Consulting
4 April 2012
In the creation phase, the consumer insights were integrated in an interactive infographic to
inspire the emerging designers. The InSites Consulting project team analysed the
conversations to the core and reported these by connecting the shaped insights with
designer challenges. The creative designer team joined the community to discuss the issues
and themes they discovered and to share their ideas, sketches and images.
Customized for designers
To immerse the designers in the world of clubbers during their nightlife journey, they could
move through the night by browsing the custom-designed interactive infographic. Discover
how consumers are challenging Heineken to trigger their senses and encourage social
interaction in the key moments of their journey: www.nightlifejourney.com.
Interactive infographic: Nightlife journey
The Heineken
concept club

3. InSites Consulting
4 April 2012
Driven by research and creativity
By playing to the needs of clubbers, the designers were able to develop a visionary take on
club design, raising the bar on how enjoyable, social and memorable a nightlife experience
can be. Challenges like ‘how to bring the club’s atmosphere to the people waiting outside’
have a direct impact on the design of the club, resulting in the origami element below,
linking the outside to the inside of the club and hinting at the interior design.
Artist's impression: Entrance to the club
Check out the feature on Wallpaper.com for more details on the Heineken® Open Design
Explorations Edition 1: The Club. Stay tuned, we are looking forward to partying at the
opening of the Heineken concept club on April 17th in Milan and will definitely share our
impressions with you.
The Heineken
concept club

4. InSites Consulting
4 April 2012
Author
Thomas Troch, Senior Research Innovator
+32 494 867 081
Thomas.Troch@insites-consulting.com
@thomastroch
http://be.linkedin.com/in/thomastroch
InSites Consulting
InSites Consulting was established in 1997, and although a marketing research
company, the founders never really wanted to be market researchers. InSites Consulting
really is a crazy blend of academic visionaries, passionate marketers and research
innovators that are determined to challenge the status quo of marketing research.
Over the last 10 years the company has grown at an amazing 35% per year. Today,
there’s more than 130 employees working in five offices (BE, NL, UK, RO, US) getting
their energy from helping world leading brands to improve their marketing efforts and to
develop deeper connections with consumers on a global scale. InSites Consulting is
rewarded with no less than 15 international awards
The recipe for success: a never-ceasing enthusiasm, a lot of hard work, a culture of
sharing, and permanent innovation in research methods and marketing thought
leadership. And last but not least: positively surprising clients every day.
More information is available at: www.insites-consulting.com
The Heineken
concept club

5. InSites Consulting
4 April 2012
Notes
About the interactive infographic:
The interactive infographic (www.nightlifejourney.com) was developed based on the
results of an online research community (MROC) with over 100 clubbers from around the
world. This research project was conducted by InSites Consulting as an integral part of
the Heineken® Open Design Explorations Edition 1: The Club project. The intuitive
infographic was created by www.bitsoflove.be in HTML5, making it ideal for browsing on
both desktops and mobile devices such as tablet computers.
About Heineken
The Heineken brand, which 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.
Media contact for the interactive infographic and service design
Thomas Troch: thomas@insites-consulting.com +32 (0)9 269 12 26
Media contact for online research communities (MROC)
Tom De Ruyck: tom@insites-consulting.com +32 (0)9 269 14 07
Media contacts for Heineken® Open Design Explorations Edition 1: The Club
Marnie Kontovraki: marnie.kontovraki@heineken.com +31 (0)20 5239 355
Iris PR:
Rachel Newman: rachel.newman@iris-worldwide.com + 44 (0) 20 7922 8190
Amy Vickery: amy.vickery@iris-worldwide.com +44 (0) 20 7654 7359
Robin Davies: robin.davies@iris-worldwide.com +44 (0) 20 7654 7657
The Heineken
concept club