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

This paper outlines Heineken's development of a pop-up nightclub that was co-created with emerging designers from those of the same age group as the current generation of clubbers.

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

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

Heineken, a brand...