Heineken: co-creating the club of the future

Graphic, motion, fashion, interior and product designers, reunite: Heineken is on the lookout for your talent! Launching the first edition of it’s Open Design Exploration, it aims to create ‘the club of the future’ –  together with the best designing minds on the planet. And if you’re talking about the best, there is always Joy’s Law to remind you that the most of the best ‘usually work for someone else’. Mark van Iterson, Head of Global Design at Heineken, is in charge of this project. We thought we’d inspire you with his new project as Mark is a close Fronteer-affilate.

In order to overcome their challenge of connecting the greatest designer minds of the planet, Heineken has set up an online campaign that encourages creative minds to express their vision on what ‘the club of the future’ will look like. To become part of the project, designers are required to register themselves at Heineken’s Facebook page. After August 21st, a team of experts  will pick the 80 best entries - however this is not the end of the selection process.

The 80 selected participants will have to pitch their idea in one of the design scouting nights that will be held in Milan, Tokyo, New York and Sao Paulo - Pecha Kucha-style. This means that every participant gets exactly 20 slides and 20 seconds per slide to explain his or her concept. Following, the 20 best designers are selected to co-create ‘the club of the future’. Each generated concept will then be uploaded, and will receive feedback from the online Heineken Design community. Finally, the best concepts are presented at Salone di Mobile 2012 in Milan. And that is where we’ll be, eagerly awaiting the end results.

Designers, got inspired? Check the trailer (YouTube login required because of age-check), and sign up!

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