Heineken and InSites co-create club concept
Designers are being invited to submit portfolios to the Heineken while a community of 120 “design-savvy clubbers” from 20 cities will provide a “briefing and inspiration” to them with insight gathered from their clubbing experiences. InSites Consulting said that the community will provide a “consumer journey map” that visualises clubbers’ motivations, perceptions and experiences.
A selection of the most talented designers will then be invited to show their ideas at events in either New York, Tokyo, Milan and Sao Paulo, where a final line up of 20 will be selected.
Mark van Iterson, manager for Heineken Design and Concept, said: “The Open Design Exploration project will enable us to build on the creative momentum that exists in the brand and help us create nightlife environments that deepen the bond that we enjoy with our consumers.”
The final concept will be unveiled at Milan Design Week in April 2012.

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments