Heineken CrowdSources The ‘Perfect’ Pop Up Bar
The brew brand boozer to debut at London Design Festival
- 3 september 2014
The Heineken Pop-Up City Lounge will launch at this year’s London Design Festival from September 18th-21st. They crowdsourced thousands of ideas about what it takes to create the perfect lounge bar and have given young designers the opportunity to create a concept inside two giant shipping containers.
Twenty young, urban designers from Warsaw, New York, Mexico City and Singapore were commissioned by the brand. Their concept of a branded pop-up lounge bar will debut in London before travelling around the world on a global city tour.
For research, the Heineken team asked Instagram users to illustrate what a “social design exploration” meant to them and give their view on the ultimate lounging experience. Tens of thousands of photographs and images were submitted, which served as a source of inspiration for the group of designers who created the lounge bar. The creative journey combined ideas from different continents, from architecture, fashion, product, and all other sorts of design.
The Pop-Up City Lounge is located inside two 40-foot shipping containers split into several areas with a series of “conversation cocoons” of different sizes where visitors can enjoy privacy and table service. International specialists in interior, product, fashion, graphic, motion and experiential design worked their magic on the shipping containers.
The Pop-Up City Lounge will be open for visitors at Ely’s Yard in Shoreditch from September 18th-21st. It will host the awards ceremony of the ‘Heineken Iconic Bar Design Challenge’ winners, along with creative talks from 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. Van Iterson said:
“We went back to the essence of what a lounge bar should be and asked people what they were looking for. The response was amazing. Over tens of thousands of crowdsourced Instagram images were submitted. This has certainly been a fantastic challenge, to create a visionary concept inspired by insights from all over the world, with a global team of emerging design talent.”