Heineken is previewing The Magazzini space, which will be unveiled by the brand during this year’s Milan Design Week, April 9–13. This is a collaborative project serving as a platform for talents in the design industry that will meet to collaborate, get inspired and learn, day and night. A few highlights on the program of the creative hub are listed below, with more details to arrive in March.

Pic.: Heineken’s venue The Magazinni in Milan Design Week 2013, the interiors (click to enlarge)

For the project, the brand has tapped design, cultural and technology influencers including design organization Designersblock, international platform of young designers Tuttobene, creative network PechaKucha, online magazine Cool Hunting, digital remix designer Joshua Davis and artist Matt W Moore. Each of the partners is contributing to the space in their own special way.

For instance, Designersblock is to unveil a series of installations curated by different creative teams, and Cool Hunting is set to host open master classes, which will allow emerging design talents to get their works reviewed by notable experts in the field. PechaKucha is to host talks with celebrated designers in its iconic 20 slides x 20 seconds format, and Matt W Moore is developing a giant outdoor installation (he will also unveil his new design of the Heineken STR bottle). It is also announced that Joshua Davis will present his design remix inspired by the Heineken’s rich past and will host a live workshop, which will result in a state-of-the-art interactive installation.

Watch the video about how Joshua was working on his artwork for Heineken.

Pic: Joshua Davis’s remix artwork for Heineken

During the event, the brand will also announce the winner of its Your Future Bottle design competition and launch the next round of its Open Design Explorations crowdsourcing project. Heineken participates in the Milan Design Week for the third consecutive year, celebrating the passion for innovations and its connection with young consumers. Last year, the brand unveiled a crowdsourced design of the night club during the event.

“At Heineken we are passionate about social design—the way design brings people together. That is what The Magazzini is all about. We love mixing it up, collaborating with people from all around the world and supporting emerging designers—they’re full of fresh ideas and unique perspectives; this will be a space to challenge and inspire us,” shared Mark van Iterson, Global Head of Design at Heineken, in the press note.

Heineken’s The Magazzini space will be open each day of the Fuori Salone, 2pm–2am.

Pic.: Heineken’s venue The Magazinni in Milan Design Week 2013, the entrance (click to enlarge)