Heineken’s Design a Club Initiative
Playing heavily on the growing trend for consumer-powered promotional campaigns, drinks brand Heineken is giving 19 young creatives the chance to develop a pop-up club.
Pooled from a group of 200 design students who entered an online competition the 19 were picked by a panel of undisclosed design experts. The new design talents come from Tokyo, Sao Paolo, New York City and Milan and are studying in the fields of architecture, graphic, product, fashion and industrial design.
They will work together as a group via an online hub, sharing their inter-disciplinary and cross-cultural strengths in order to create the club.
Adding more people to the mix, the young designers will also work alongside a group of consumers with clubbing experience plus ‘design coaches’ – an advisory board of professionals whose job is to ensure the final result hits the mark.
As the first project in the Heineken Open Design Explorations initiative, the club design will preview at Salone del Mobile, Milan in 2012.