Heineken pursued progressive roots by involving young designers and clubgoers to envision the future of nightlife experiences. They facilitated co-creation among an international multidisciplinary design team and conducted online research with 120 clubgoers from 20 countries to understand the clubbing journey. Insights informed the selection of ideas for "The Heineken Concept Club", addressing pain points like getting drinks, dancing space and leaving with memories. The resulting futuristic club design integrated feedback like interactive ordering, dance floor space and an origami wall for sharing thoughts.