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

1. Nightlife journey
of clubbers
inspires emerging
designers to
develop a visionary
concept club
Thomas Troch
Senior Research Innovator,
InSites Consulting

4. The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers.

5. Challenges
1 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?

6. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers

7. Crowdsourcing emerging designers
via social media

8. Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo

10. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey

11. Understanding the journey of clubbers
120 20 Clubbing
PARTICIPANTS COUNTRIES design-savvy
Heineken

12. Online Research Community

13. RESEARCH
carefully screened group of consumers
gathered around a common interest

14. joining a closed online platform
longitudinal connection
managed by passionate moderators
RESEARCH
carefully screened group of consumers
gathered around a common interest

15. joining a closed online platform
longitudinal connection
managed by passionate moderators
beliefs needs
motivations
underlying emotions
RESEARCH co-creation
carefully screened group of consumers
gathered around a common interest

16. The Heineken concept club community
Clubbing experience
Role of clubbing
Review of the
nightlife experience
Ideal experience

17. 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

19. Connecting Discovering Getting a drink
Dancing Cooling down Ending the night

20. The layout takes a cue from
the nightlife journey of clubbers

21. Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
Approach the nightlife experience as service design
The result?

22. Great staff
member are critical
in shaping my night,
they are the face of
the club. They
should fit the
identity of the place
and radiate
positive energy,
most of the time this
isn’t the case.

23. The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.

24. It is so frustrating
not to be noticed
by the bartender!
I’m clearly trying to
get his attention,
however others are
being served before
me.

25. The bar is interactive and
allows you to order a beer, it even
keeps track of who is next in line.

28. I like having a
unique drink that
has a story to tell.
This experience
emphasizes the
identity and
authenticity of the
club and provides
me with an
exclusive story
worth sharing.

29. The limited edition bottle alters it’s appearance
under different types of light and is accompanied
by origami serving trays and openers.

30. For me dancing is a
great way to
release my energy
and to loose my
inhibitions; it would
be great if there was
enough space to
really go wild!

31. Leave your drink on the numbered shelf
and go crazy on the dance floor.

32. When we head
home, we cherish
the great moments
we had. It would be
amazing if there
was some kind of
way to remember
the night and
share it.

33. Clubbers are invited to express their thoughts
on an origami-shaped wall.

34. Instant pictures provide
you with a tangible memory
to take home.

35. It’s awful when we
get kicked out
when the club
closes! The least
they could do is
check up on us to
make sure we had a
great night, are in
need for a last drink
or a cab.

36. When it’s time to move on,
a friendly concierge will guide
clubbers onwards, giving directions
and arranging cabs home.

37. Challenges
1 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?

39. Evolution from consumers
as validators to consumers
as inspirators.
Reaching out to external
talent can make not only the
result, but also the process
worth sharing.
The Heineken concept club
linkedin.com/in/thomastroch
thomas@insites-consulting.com

40. Evolution from consumers
as validators to consumers
as inspirators.
Reaching out to external
talent can make not only the
result, but also the process
worth sharing.
The Heineken concept club
linkedin.com/in/thomastroch
thomas@insites-consulting.com