0
Out March 2013
Peter Arnell
+ 170K views(youtube,Vimeo)+ 200 blogs(mashablepsfk, …)
NIGHTLIFE +DESIGN =PROGRESSIVE =HEINEKEN
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 a...
How to create the club of tomorrow?  Join forces with a multidisciplinary  group of designers  Connect with clubbers and u...
Understanding the journey of clubbers120             20              Clubbing                                design-savvyP...
The Heineken concept club communityClubbing experience                         Role of clubbing     Review of the  nightli...
How to create the club of tomorrow?  Join forces with a multidisciplinary  group of designers  Connect with clubbers and u...
Connecting   Discovering    Getting a drinkDancing      Cooling down   Ending the night
The layout takes a cue fromthe nightlife journey of clubbers
The origami element at the entrance links the outside tothe inside of the club and hints at the interior design.
The staff is dressed in vibrant futuristicoutfits,in line with the ‘Changing perspectives’ theme of the club.
The biggest video bottle wall in the world reacts on soundand features live images of the clubbers.
The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
The interactive bar surface entertains and connectspeople in playful ways.
The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays...
Leave your drink on the numbered shelfand go crazy on the dance floor.
Instant pictures provideyou with a tangible memoryto take home.
Joeri Van den Berghco-founder & gen Y expertmarketing author   http://www.slideshare.net/joerivandenbergh/   www.howcoolbr...
Joeri Van den Berghco-founder & gen Y expertmarketing author   http://www.slideshare.net/joerivandenbergh/   www.howcoolbr...
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
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Creating Engaging Brands at VIACOM Identify 12

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Creating Engaging Brands by Joeri Van den Bergh, presented at the VIACOM Identify Day in Amsterdam on October 18, 2012.

Transcript of "Creating Engaging Brands at VIACOM Identify 12"

  1. 1. Out March 2013
  2. 2. Peter Arnell
  3. 3. + 170K views(youtube,Vimeo)+ 200 blogs(mashablepsfk, …)
  4. 4. NIGHTLIFE +DESIGN =PROGRESSIVE =HEINEKEN
  5. 5. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers
  6. 6. Crowdsourcing emerging designersvia social media
  7. 7. Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
  8. 8. Designers get their inspiration fromlife in the city, the club scene,each other, their expert coaches,the Heineken brand and of course…clubbers!
  9. 9. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey
  10. 10. Understanding the journey of clubbers120 20 Clubbing design-savvyPARTICIPANTS COUNTRIES Heineken
  11. 11. The Heineken concept club communityClubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  12. 12. 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
  13. 13. Connecting Discovering Getting a drinkDancing Cooling down Ending the night
  14. 14. The layout takes a cue fromthe nightlife journey of clubbers
  15. 15. The origami element at the entrance links the outside tothe inside of the club and hints at the interior design.
  16. 16. The staff is dressed in vibrant futuristicoutfits,in line with the ‘Changing perspectives’ theme of the club.
  17. 17. The biggest video bottle wall in the world reacts on soundand features live images of the clubbers.
  18. 18. The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
  19. 19. The interactive bar surface entertains and connectspeople in playful ways.
  20. 20. The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays and openers.
  21. 21. Leave your drink on the numbered shelfand go crazy on the dance floor.
  22. 22. Instant pictures provideyou with a tangible memoryto take home.
  23. 23. Joeri Van den Berghco-founder & gen Y expertmarketing author http://www.slideshare.net/joerivandenbergh/ www.howcoolbrandsstayhot.com
  24. 24. Joeri Van den Berghco-founder & gen Y expertmarketing author http://www.slideshare.net/joerivandenbergh/ www.howcoolbrandsstayhot.com
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