Heineken reveals a unique crowd-sourced concept nightclub at Milan Design Week.
Milan’s renowned week-long design fair hosted the unveiling of a crowd-sourced nightclub concept from Heineken. A year long design exploration project, created through the progressive minds of 19 emerging designers from across the globe resulted in a prototype of a futuristic nightclub.
Designers from Tokyo, Sao Paulo, Milan and New York, with the help 100 clubbers from more than 20 cities, shared social insights and contributed to the pioneering concept club through a special virtual creative online hub. This allowed designers and their mentors across countries, cultures and different design disciplines to fuse together ideas with the aim to innovate nightclub design around the world.
Heineken sees this project as the first of several exploratory design initiatives, and will continue to seek fresh ideas and new perspectives in design-led experiences.
The Club is being showcased at Milan Design Fair until Friday 20th April at Via Privata Gaspare Bugatti 3, Zona Tortona, Milan, with Massive Talent presenting DJs and acts throughout the week.