→ Reimagining the nightclub experience for design-led brand.
In 2012, Heineken invited a group of emerging designers from Tokyo, New York, Milan, and São Paulo—spanning graphic, product, motion, fashion, and interior design—to reimagine the nightclub experience with design at its core. The result was Open Design Explorations, an ambitious, year-long collaborative project launched during Milan Design Week. Guided by expert mentors and working through an online collaboration portal, the designers developed concepts around the theme of “changing perspectives.” Every element of the club was designed to interact with another—lighting responding to bottles, the dance floor to music, the bar to clubbers—creating immersive and unexpected moments. A unifying origami-inspired theme ran across the lounge, bar, and dance areas, giving the space a sculptural, interconnected feel. RGB lighting effects helped define each zone while introducing surprise and dynamism throughout the environment. Two years later, the project returned with a new iteration: a pop-up lounge unveiled at the London Design Festival and later showcased globally.