Heineken revolutionizes nightlife experience with a crowdsourced lounge bar at London Design Festival 2014

In the time of the London Design Festival 2014, beer brand Heineken will once again demonstrate its passion for creativity, design and night life. Twenty young urban, interior and light designers from Warsaw, New York, Mexico City and Singapore, earlier commissioned by the brand, will represent their project of a branded pop-up lounge bar which will travel the world after its debut in London. 

Heineken Lounge interior

Heineken Pop-up City Lounge
Heineken Pop-up City Lounge

Interestingly, the concept of the bar was crowdsourced on Instagram: the Heineken team announced a challenge to illustrate what a «social design exploration» meant to their account followers. As a result, over tens of thousands photographs and images were submitted, which later served as a source of inspiration for the group of artists who recreated the look and feel of the place where people meet, socialize and relax. The design ensemble called the Pop-up City Lounge comprises of two 40-foot shipping containers split into several spaces with a series of different sized ‘conversation cocoons,’ where visitors can enjoy privacy and, at the same time, table service.

From September 18 through September 21, the Pop-up City Lounge will host the award ceremony of the ‘Heineken Iconic Bar Design Challenge’ winners along with creative talks with leading design influencers, including Ricardo Casas, Tom Dyckhoff, Dr. Sharon Baurley from the RCA and Mark Van Iterson, Head of Global Design at Heineken, amongst others.

This project is the second edition of Heineken’s Open Design Exploration series in which the brand looks to revolution nightlife design.  The lounge will be open for visitors at Ely’s Yard, 15 Hanbury Street, Old Truman Brewery, Shoreditch, Sept 18-21.

Below is an official trailer of the Heineken Pop-Up Lounge.