Heineken invested in showing their passion for design through projects like their award-winning aluminum bottle. In 2011, they launched a global design project to develop a visionary nightclub in co-creation with emerging designers. They conducted research with clubgoers to understand their needs and provide insights for designers. This resulted in a consumer journey map used to brief designers. The concept club developed was showcased in Milan and was well-received, enhancing Heineken's reputation for innovation. The project demonstrated the value of co-creation and how understanding consumers can inspire impactful design solutions.
Revolution Precrafted - NOAH19 Tel AvivNOAH Advisors
Industrial Digitisation: Company presentation by Robbie Antonio, Founder & CEO of Revolution Precrafted at the NOAH Conference 2019 in Tel Aviv, Hangar 11, 10-11 April 2019.
With the rapid growth of tourism industry wildlife base tourism has been popularized in Sri Lanka.This presentation provides evaluation of wildlife tourism in the second largest national park in Sri Lanka- Yala National Park
In this project, me and my colleague Matteo created a sales presentation to introduce FC Barcelona to Airbnb as if we were working for Barca's sponsorship sales department.
Revolution Precrafted - NOAH19 Tel AvivNOAH Advisors
Industrial Digitisation: Company presentation by Robbie Antonio, Founder & CEO of Revolution Precrafted at the NOAH Conference 2019 in Tel Aviv, Hangar 11, 10-11 April 2019.
With the rapid growth of tourism industry wildlife base tourism has been popularized in Sri Lanka.This presentation provides evaluation of wildlife tourism in the second largest national park in Sri Lanka- Yala National Park
In this project, me and my colleague Matteo created a sales presentation to introduce FC Barcelona to Airbnb as if we were working for Barca's sponsorship sales department.
This April, the end result of an exciting collaborative design project was 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. The end result can be found here: http://www.nightlifejourney.com/ . More about the market research online community projects at InSites Consulting can be found here:
http://www.insites-consulting.com/researchcommunities
This April, the end result of an exciting collaborative design project was 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. The end result can be found here: http://www.nightlifejourney.com/ . More about the market research online community projects at InSites Consulting can be found here:
http://www.insites-consulting.com/researchcommunities
Cities like San Francisco need help - but conventional planning processes make it difficult to implement great ideas for civic improvement.
Urban Prototyping (UP) complements these processes by rapidly designing, testing, and scaling new projects that improve civic life.
UP takes projects from prototypes to city pilots to refined products.
UP Cities around the world design and test prototypes through large-scale public Festivals that engage local communities.
The first UP San Francisco Festival was held in October 2012 as a flagship event in San Francisco’s first Innovation Month. On October 20, 2012, six blocks of downtown San Francisco became a living laboratory for urban experiments.
The 2012 Festival featured:
5000+ visitors
23 urban prototypes
40+ audio, visual, and dance performers
25+ renowned speakers in design, art, and technology.
Original UP concept by Gray Area and Rebar.
http://urbanprototyping.org
http://twitter.com/urbanproto
http://facebook.com/urbanprototyping
Documentation of Sharing is Caring Workshop Session “Building Bridges by Philipp Geisler and Helene Hahn.
Museum für Kunst und Gewerbe Hamburg 20 April 2017
http://sharecare.nu/hamburg-2017/
Example of an integrated content strategist portfolio. With the marketplace changing and competition increasing, job seekers must figure out new and engaging ways to tell their story.
BOOST by Design is a new project for Dundee’s social enterprises who are keen to develop their understanding of design, innovation and digital skills. If you are a social enterprise based locally interested in taking part in it early 2017, then it's FREE and open for application. Find out more: http://bit.ly/BoostbyDesign
Participatory Media and Collaborative Facilitation: Developing Tools for Alig...Danielle Martin
Short presentation for Boston Planner's Network Graduate Research Salon (Harvard GSD 4/16/10) on my MIT DUSP '09 thesis and connections to new community engagement and tool development for youth participation at the C4FCM's Dept. of Play.
Future of Crowdsourcing: Creation to Curation, Search to Synthesis, Content t...Gaurav Mishra
Three trends are defining the future of crowdsourcing:
1. Input: From asking community members to create original contributions to curating contributions that already exist elsewhere.
2. Output: From searching for the best contributions from community members to synthesizing contributions from community members into something new.
3. Focus: From crowdsourcing content like ideas, designs or software to crowdsourcing things like money, products or services.
For more, see: http://gauravonomics.com/future-crowdsourcing-trends/
An introduction to Project Audience, a not-for-profit collaboration of arts organizations and individuals working together to connect individuals with creative experiences through tool development and research.
Nightlife journey of clubbers inspires emerging designers to develop a vision...InSites on Stage
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
Similar to Heineken: Designing the Club of Tomorrow (20)
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
3. Over the last years, Heineken has invested a lot in
showing their passion for design to strengthen the link
between the brand and design. In 2011, the „aluminum
bottle‟ – being served in exclusive bars and clubs around
the globe – won a design prize during the Cannes Lions.
In the same year, Heineken decided to go one step
further by kicking-off a global design project,
connecting club goers and designers in the
development of a visionary nightclub.
The ultimate goal of this project was to design and
develop a concept club that would enhance the whole
nightlife experience.
4. Key to the idea was that the pop-up club should not
be created by Heineken‟s in-house design team
alone, but in co-creation with emerging design
talent from the same age group as the current
generation of clubbers. Therefore, „Open Design
Explorations Edition 1: The Club‟ crowd-sourced
young designers from four global design
What to expect? capitals (New York, Tokyo, Milan and Sao Paulo)
by inviting them to submit their portfolio via
Heineken‟s Facebook page. Live portfolio
presentation events in these four design cities
resulted in the final selection and composition of the
design team: 19 emerging product, graphic, fashion,
interior and motion designers. Heineken‟s senior
design team and a crew of established designers
with fame functioned as coaches for the young
talents.
6. So far, Heineken brought the ingredients
together that would lead to a beautifully
designed night club. The real question was
if all created concepts would be as
relevant to the clubbers. The project team
at Heineken understood that in order to
develop a relevant and impactful take on
club design, understanding the needs
and wishes of clubbers today would
be crucial. That‟s the reason why, during
the selection process of the young
designers, Heineken and InSites
Consulting were conducting a
global
research project with club goers to
provide the design team with relevant and
true consumer understanding, acting as a
briefing, a source of inspiration and a
springboard for ideation
7. Engaging a group of young, trendy clubbers from all around the world to participate in research can be quite
a challenge and although the club of the future is an inspirational topic, the selection and execution of the
research methodology needs careful attention. We opted for an online research community (MROC) of three
weeks with 120 participants for various reasons:
1 A longitudinal piece of online qualitative research was the way forward as it makes it possible
to conduct a global project, in which clubbers need to be „followed‟ over a longer period of time, in a
rather cost and time efficient way.
2 The current generation of youngsters (Generation Y) are ‘digital natives’. The web is
their second home. Talking to and working together with other people in the online space feels very
natural to them. Next to that, the asynchronous connection in a community allows participants to join the
online discussion on the time and location of their choice, perfectly fitting the lifestyle of today‟s younger
generations.
3 Today’s youngsters are used to being empowered by their parents and they start to expect that
from brands as well. Our online research community connected the trendy clubbers with an aspirational
brand and facilitated the co-creation of a night club, a place that is part of their daily life. We worked
together with people who were interested to participate and who could inspire us with interesting stories:
design-savvy youngsters, living in one of the 12 trendiest cities on the planet (10 citizens of each city),
going to a club at least one time a week and being a non-rejecter of the beer category in general and
Heineken in specific. The participants were recruited through a snowballing process, which started on
Heineken‟s brand page on Facebook.
8. In order to keep the community participants engaged over the course of
three weeks we took them on a journey (Schillewaert, De Ruyck, Van
Kesteren, Ludwig, 2010).
In four different rooms on the community platform they
could share ‘their current clubbing experiences’ and ‘the
role of clubbing in their routine’, ‘their view on the ideal
nightlife journey’ and ‘give feedback on the first sketches’ of
the designers.
The tasks presented to them were a mix of questions, writing reviews,
keeping a (photo) diary and holding discussion battles. To develop a
holistic view on the needs of clubbers, a movie metaphor was guiding the
participants through the different weeks – from selecting the actors in the
ideal nightlife journey, to the scenery and the scenario for the perfect
night out.
10. The three-week dialogue with clubbers resulted in
over 2,000 comments, providing a unique
view on the meaning of clubbing in their
lives. In order to report the outcome towards the
designers in the most impactful way - a report
that they would actually read and use during the
creative process - we went beyond the traditional
ways of reporting.The analysis of the discussions
resulted in the shaping of 28
key learnings,
each linking a challenge for the design
team to the needs of their audience.
„Service design thinking‟ inspired the integration The touch points where users interact with the service are
of these learnings – spread over six
touch often used in order to construct a journey – an engaging story
based upon their experience. This story details there service
points – in a ‘consumer journey map‟: “A
interactions and accompanying emotions in a highly accessible
„customer journey map‟ provides a vivid but
manner” (Stickdorn, Schneider 2011).
structured visualization of a service user‟s
experience.
11. This „Nightlife Journey‟ was reported as an interactive
infographic (available at http://nightlifejourney.com),
not only accessible on desktops, but developed in
HTML5 with specific attention to iPad usage. The app
guides the designers through the six phases of a
night out: from „pre-club drinks and meeting-up‟,
„entering the club‟, „going for a drink‟, „dancing‟, „chilling‟
to „going home‟ (figure 2), telling the designers about
what the role was of a specific scene in the overall night,
what the clubbers‟ expectations were in that specific
moment; and emphasizing the frictions clubbers
encounter during their journey. To make the learning
experience as engaging as possible for the designers,
the 28 key learnings were formulated as consumer
quotes. Next to this, for each learning a design action
was indicated under the actual insight.
13. The „consumer journey map’ was shared with the In this phase, designers
designers during a club tour of nightlife hotspots received specialist coaching
from famous senior designers
in the design cities, taking their observations of the
within their discipline. After the
clubbing environment and social interaction beyond the
immersion in the clubbing scene
obvious. The immersion in the clubbing scene, combined
and the kick-off briefing,
with the knowledge of the consumer learnings, inspired the
team to come up with consumer centered ideas that truly designers and coaches
challenged the current nightlife experience. joined the clubbers and
the Heineken team on the
online community
platform, where they could
spark ideas and share first
sketches with each other (figure
3). In this way, the project took
full advantage of the
characteristics of the online
community platform; providing a
24/7 connection to stakeholders
from all over the world for a
longer period of time, supporting
true co-creation.
15. The interactive consumer journey map did not only The fashion designers transformed the staff and
serve as a briefing and a source of inspiration, the
dressed them in other-worldly outfits matching the
research also proved to be crucial for the identity of the club and radiating positive energy. The hosts
senior designers in making the final selection provide guests with a warm welcome, the waiters wander around
of ideas to be part of the actual club. By instigating playful dares to get them out of their shells and when
taking the journey of clubbers as a starting point, it‟s time to move on, a friendly concierge guides clubbers
the Heineken Concept Club – showcased at the onwards, giving directions and arranging cabs home.
Milan Design Week 2012 – successfully took the
design critics by surprise. From the lay-out of the
club, based on the six phases of the consumer
journey map, to the shelves where clubbers can
leave their drink while dancing, the whole
experience is designed to provide relevant and
impactful answers to the needs of clubbers. While
most clubs currently focus on their entertainment
value, the clubbers in the community reminded the
design team that going out is also about
hospitality:
“To have a fun night out in the club, we really
need to feel welcome. To start the night with
a great vibe, I’m in need for a warm, fun and
exciting atmosphere. The staff has an
important role in making my night enjoyable!”
16. Tap a bottle-shaped icon on the
interactive bar surface and pulsing,
concentric circles attract the server’s
attention and tell him that you have priority over
the guy next to you. When your beer is served, the
bar man taps the icon to explode it, showing that
the order has been fulfilled.
By connecting with emerging designers, taking
inspiration from the nightlife journey of clubbers
and approaching club design as the service of the
ideal nightlife experience, Heinekenpushed
the boundaries and unveiled a visionary
pop-up club, housing nine consumer
Even the simple act of ordering a beer has been
creatively deconstructed and carefully considered, relevant design concepts and product
anticipating the need of clubbers to draw the attention innovations. The stimulating and progressive
of the bar man: environment was designed to trigger the senses of
the audience and facilitate social interaction; it
“I often feel like the bar man is proved to be an exceptionally welcoming,
ignoring me while I obviously try to memorable and conversational night out.
get his attention, I hate this!”
18. Evaluation of the pop-up club by Milan clubbers
The day after enjoying this new clubbing experience, visitors of the club during the Milan Design Week
were invited for an online interview. Recruitment for this interview happened via Twitter and the database
of people invited to the opening. We selected 24 club goers for the interviews: 16 males and eight
females. At the core of the interview were three basic exercises: write a review, give the club a score, and
select and rank your favourite design objects that were showcased in the club.
Overall, the club got a report figure of almost 9/10 and was seen as a surprising and innovative
action of Heineken. Moreover, the concept club was perceived as a different and more entertaining
experience than in a regular club. Almost all reviews mentioned the link between Heineken as a brand and
„design‟. The interactive bar and the friendliness of the club personnel were also mentioned a lot
spontaneously.
The Top 5 Design Concepts, according to the visitors, were: the interactive bar, the special editions of
the award-winning „aluminium bottle‟ in which the beer was served, the staff‟s clothing, the exit and the
taxi service delivered by the concierge, next to the entrance of the club – which was giving the clubbers
already a glimpse of the vibes inside. The ideas behind all of these concepts were inspired by and shaped
based upon the consumer learnings we showcased in the „interactive journey map‟.
19. Evaluation of the project by the community participants
In the post-community evaluation
survey, the members gave the
project a score of 8/10. For them, it
was a pleasant experience that
made them have impact on the
future of a part of their life: going out
and clubbing. They really appreciate
the fact that Heineken is a brand that
listens to consumers. Also based on
their qualitative feedback, we may
state that the project indirectly
created 120 trendy and influential
brand ambassadors for life.
20. Evaluation of the project by the designers
In-depth interviews with the 19 emerging designers Mark Van Itterson, Head of Global Design at
emphasized the connection between the interactive Heineken, formulated it this way:
infographic and the end result. At the beginning of
mainly excited
their creative process they were “The community was our online hub, a kind of
virtual creative lab. It was bridging all continents
about their collaboration with Heineken
and time zones, stimulating cross fertilization. It
and the goal of developing a visionary kept the creative juices flowing through new
nightclub. The design briefs – based on the progress, new insights, new briefs”.
phases and insights of the „customer journey map‟ –
proved to be a critical success factor in structuring Heineken‟s „Open Design Explorations‟ also
Most
the process and facilitating the collaboration. changed how the emerging designers perceived
the concepts of „co-creation‟ and „consumer
designers perceived the community phase
research‟. They are now convinced that
as the most valuable part, as the answers they
consumer understanding is essential in
generated to consumer needs in this initial phase
were key to the end result. The origami concept that their design process and is a major
arose here served as a red thread in the design source of inspiration.
vision and was applied to all elements in the club.
22. For every great party, there is building up the tension towards the night out, the party itself and a great after-party.
The same structure was used in the three staged PR approach Heineken used to spread the word about this
project:
1 the announcement of the project on the Facebook page and communication about
the progress of the project via press releases. All were well picked-up by a wide range of
influential design blog and the traditional press.
2 as a warm-up for the opening of the club in Milan, Heineken also communicated about the
learnings of the research community with clubbers. The „interactive journey map‟,
together with sketches from the designers based on the consumer input, was shared with the
press and the whole world (via social media).
3 during and after the opening of „The Club‟, Twitter and (design) blogs played an important role
in spreading the word about Heineken’s concept club.
24. 1. The afterlife of the club
The pop-up club will now travel around the world. Clubbers from
trendy cities will be able to enjoy this new nightlife experience. Next to that, some
of the most well perceived design object will be produced and serve as „branded
utility‟ provided to owners of trendy clubs and bars by Heineken.
2. Impact on the brand
The online interviews among visitors of the concept club indicate that the whole
of the project makes that the brand is being seen as more ‘original’ and
‘unique’, ‘cosmopolitan’, ‘innovative’, ‘self-confident’ and ‘a brand to be
seen with’ than before – a rather unique brand image for a beer, among these
young, trendy and influential people. They were surprised by the fact that
Heineken did this project, but it was perceived as a great idea, a cool project and a
very relevant end result. To conclude, four out of five visitors stated that they have
a better perception of the Heineken brand now.
25. 3. Online conversations and PR
By analyzing the online conversations on the project in the period February 11th
2012 to May 11th 2012, we learn that Heineken’s presence at the Milan
Design Week strengthened its ties with the design world from within the
creative scene. Heineken „Open Design Explorations‟ was featured in 127
articles, mainly posted on specialty blogs focusing on one of the project‟s design
disciplines. In the defined period, the project generated 1,595 conversations on
Twitter, with a boost of 214 tweets on the third party night (April 19th 2012). These
conversations show a highly positive sentiment and are connecting values like
„uniqueness‟, „fun‟ and „surprise‟ to the Heineken brand. The highly targeted and
content-led design campaign proved to drive market and media engagement,
resulting in rich global coverage, sparking positive conversations and elevating
Heineken‟s reputation in open design innovation.
26. 4. Implications for the market
research profession
how important it is that also creative
This case study demonstrates
professions lean on consumer insights in order to become more
successful in what they do. It also shows that we as market researchers
need to become more creative in the way we bring research results
and insights towards our clients and their stakeholders, in order to
become more impactful with what we do and to make sure that research results
are really used. We can learn from „management consultants‟ here in terms of
connecting the dots and reporting in a clear and very actionable
way. „Advertising creatives‟, on the other hand, can inspire us to package our
message in a more engaging and fun to use way. The „interactive journey map‟
app showcased both aspects to a large extent.
And finally, why would we be silent about co-creation and collaboration with
consumers? Why not communicate about the fact that we do it, the learnings we
gather from it and the final results; if it can have a positive effect on the (perceived)
consumer relevance of your products and services and the image of your brand?
27. Want to know more about Online
Research Communities?
Tom De Ruyck
Head of Research Communities
+32 9 269 14 07
tom@insites-consulting.com