A much-anticipated, large-scale design concept will soon be revealed in Milan next week.
In 2011, Heineken invited designers from around the world to submit their portfolio for an opportunity to co-create a concept nightclub. 19 up-and-coming designers from Tokyo, New York, Milan and Sao Paulo were successfully selected in October. Since then, the diverse team members have been collaborating with each other to create a full-scale, immersive nightclub experience where innovative design is a crucial core of the project.
The nightclub will be unveiled during Milan Design Week, which will be held between 17-22 April, 2012. Mark van Iterson, Global Head of Design at Heineken, commented that:
We wanted to create a platform to go even further, to be even more progressive and more experimental. A club seemed perfect for us to create since it’s an extrovert space where design is of crucial importance in setting the scene. The complexity of creating one coherent concept across all elements was a big challenge. It shouldn’t feel like an exhibition of 19 designers, it should feel like one club, combining different perspectives, resulting in one great evolving experience.
Below are some of the concept sketches the designers have created.