Heineken has unveiled it gives a group of emerging designers an opportunity to showcase the finale of a year-long initiative in nightclub design called ‘Heineken Open Design Explorations Edition 1: The Club’ during the Milan Design Week 2012. 

The initiative will result in the Heineken concept club, inspired by the theme of ‘Changing Perspectives’. The 19 participating designers from Milan, New York, Sao Paulo and Tokyo were chosen by design experts to share their vision on the future club design. They have been working together for almost a year to create something new and striking.

The ultimate clubbing experience will mark this pop-up venue among others. Over 100 clubbers from around the globe shared their thoughts and visions with the designers—from creating an atmosphere to leaving the club safely.

The club will consist of a flexible, origami-influenced structure featuring an interactive bar. Designers have played with the lighting concept to create responsive surfaces and spaces at the venue that will react with different lights to give different perspectives. Guests of the Design week will be asked to say what they think about the concept.

The club will be located in Milan’s Zona Tortona, one of the main areas where Design Week events take place. Except for night parties, there will be round table sessions and designers’ presentations for sharing ideas and inspiration.

In December 2011, Heineken signed an agreement with Facebook to promote its brands globally.