Heineken’s ‘Create The Club Of The Future’ Initiative

Heineken is launching some sort of a ‘design your own club’ initiative, as part of their Open Design Explorations. The idea is making a bunch of originally designed pop-up clubs and “challenging traditional, static club environments by creating innovative design concepts that will be produced to become part of the club.”

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Heineken took 19 young creatives from 200 aplicants that will be sourcing, sharing and researching their ideas, trying to make the perfect new, I bet awesomely designed pop-up clubs.

First of all I love the idea of pop-up anythings. Second, why not make a pop-up club? Clubbing’s one of the most popular things to do today, and how else would you manage to advertise your beer then through going out and having a good time (just like in the Australian raving deer ad)?
That’s the point of beer today, isn’t it?

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