Designing the club of tomorrow: Consumer understanding guiding creativity towards success

Tom De Ruyck, Henk Eising, Thomas Troch, Filip De Boeck and Caroline Van Hoff
InSites Consulting, Belgium and USA and Heineken International, Netherlands

Heineken, a brand with a passion for design

Over the last years, Heineken has invested a lot in showing their passion for design to strengthen to link between the brand and 'design'. In 2011, the 'aluminum bottle' – being served in exclusive bars and clubs around the globe – won a design prize during the Cannes Lions. In the same year, Heineken decided to go one step further by kicking-off a global design project, connecting club goers and designers in the development of a visionary nightclub. The ultimate goal of this project was to design and develop a concept club that would enhance the whole nightlife experience.