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OPEN DESIGN EXPLORATIONS
S- COITION I -
HEINEKEN INVITED 19 DESIGN TALENTS FP-OM 4 CONTINENTS TO E "BARK ON
A CREATIVE JOURNEY: 'ENVISION A CONCEPT-NIGHTCLUB'.
THE CL'JB POPS UP AT THE illLAN DESIGN WEEK 2012.
VO'J'RE WELCOME. OPEN OAILV 13.00-23.00* MO.'RS FPOM 17TH JNTIL THE 20TH OF APAIL 2012.
I Nineteen designers from six different disciplines were
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Running the Limited Edition
design contest via social
media demonstrated the
power of truly interacting
with the consumer
The more consistent you are in your
foundation layer, the more freedom you
create for yourself to play with it. That
makes the next level of design - new
product platforms - possible. This layer
ensures that we engage consumers
and stay exciting every day of the year.
Heineken® was the first to introduce
the aluminium STR glow-in-the-dark
bottle for premium drinking occasions, as
well as more technically-driven design
innovations such as the DraughtKeg for
social home-drinking occasions. More
recent examples include the limited
edition gift pack competition we ran
to source a design for our 140-year
anniversary bottle.
Designers from around the world were
challenged to come up with a new bottle
design that symbolised 'bringing people
together' - something that Heineken®
has done for 140 years. The only reason
that designers were able to play with
different colours in the design and tweak
our logo, is because the original shape of
the logo is so recognisable that it doesn't
even matter what you do to it, people still
recognise it as Heineken®.
Another example is the 'Your Heineken®'
activation, which allows consumers to
personalise their own gift pack of six
Heineken® bottles online. We don't
have to worry what people do with their
design, as we're confident that the person
receiving the gift pack will immediately
recognise that it's a Heineken®.
Running design contests via social media
demonstrates the power of true two-way
interaction with the consumer. It gives
them the power to influence and become
part of your product. The Limited Edition
bottle design was successful beyond our
wildest expectations, even getting picked
up by leading lifestyle and design titles
such as Cool Hunting, the Dieline and
Core77. It's extremely unusual to get this
kind of coverage for a commodity product
like beer. But this is where Heineken®
wants to be: developing design as an
activation platform - the aspirational
third and final level of design.
Aspirational
At Milan Design Week, which attracts
around 400,000 people from around
the world, some fast-moving consumer
brands were handing out samples for
promotional purposes, but Heineken®
took things a step further and it paid off.
We used q crowd sourcing approach via
social media to select 19 designers from
six different disciplines, including graphic
design, fashion, motion and interior
architecture, to come up with a concept
for a pop-up night club. The pop-up
club allowed us to try new things with
total freedom. In a similar way that car
manufacturers exhibit concept vehicles
at motor shows, it provided us with an
opportunity to test reactions to unique
design approaches.
With everything we design, we aim to
enhance social interaction and add to
the enjoyment of an experience. With the
concept club we wanted people to enter
a dream world and leave their normal
life behind. The club was divided into
different zones to reflect the different
stages of the night, such as high energy,
dancing and then chill-out areas. The
results were spectacular and had brilliant
24 World of HEINEKEN Quarter 3 2012
