Heineken revealed plans for a new design program, termed the ‘open design explorations,’ that will create vibrant new concepts for bars, clubs and social spaces. The first project in the program will launch in June 2011 and will invite emerging design talent from around the world to envisage and create a pioneering ‘pop up club’ that will be unveiled in Milan to coincide with Salone Internazionale del Mobile 2012.

Based on the theme ‘light up the night,’ the design brief for the concept club will ask upcoming designers to be part of a multidisciplinary design exploration team that will study social interaction in clubs around the world. This study of the ‘science of social interaction’ will provide real-world insights that will help them create the pop up club, a visionary nightlife environment designed to encourage an enjoyable and memorable experience.

To become part of the design exploration team, young designers will be selected via the modern-equivalent of sketching on the back of a beer mat. Talent nights will take place in major design and nightlife hubs in Asia, Europe, USA and Latin America. Once chosen, the design exploration teams will focus on designs in the fields of interior architecture, product, graphic, interactive and experiential, fashion and identity, all integral elements of an exciting and unique nightlife experience. Each team will be led by a world-class designer and tasked with creating a particular element of the club space.

In spring, the company completed а global design refreshment, contemporizing and streamlining its global visual identity, and introducing new, innovative packaging with subtle but intelligent design details that improve the drinking experience.

Further information on the project and activity in 2012 will be available later in 2011.