Creating Engaging Brands, presentated at Identify '12 by Joeri Van den Bergh on October 25, 2012 in Belgium.

4. Out March 2013

33. Peter Arnell

46. NIGHTLIFE +
DESIGN =
PROGRESSIVE =
HEINEKEN

48. How to create the club of tomorrow?
Join forces with a multidisciplinary
group of designers

49. Crowdsourcing emerging designers
via social media

50. Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo

51. Designers get their inspiration from
life in the city, the club scene,
each other, their expert coaches,
the Heineken brand and of course…
clubbers!

52. How to create the club of tomorrow?
Join forces with a multidisciplinary
group of designers
Connect with clubbers and understand
their journey

53. Understanding the journey of clubbers
120 20 Clubbing
design-savvy
PARTICIPANTS COUNTRIES
Heineken

55. The Heineken concept club community
Clubbing experience
Role of clubbing
Review of the
nightlife experience
Ideal experience

56. How to create the club of tomorrow?
Join forces with a multidisciplinary
group of designers
Connect with clubbers and understand
their journey
Approach the nightlife experience as
service design

58. Connecting Discovering Getting a drink
Dancing Cooling down Ending the night

59. The layout takes a cue from
the nightlife journey of clubbers

60. The origami element at the entrance links the outside to
the inside of the club and hints at the interior design.

61. The staff is dressed in vibrant futuristic
outfits,
in line with the ‘Changing perspectives’ theme of the club.

62. The biggest video bottle wall in the world reacts on sound
and features live images of the clubbers.

63. The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.

65. The interactive bar surface entertains and connects
people in playful ways.

67. The limited edition bottle alters it’s appearance
under different types of light and is accompanied
by origami serving trays and openers.

68. Leave your drink on the numbered shelf
and go crazy on the dance floor.

72. Joeri Van den Bergh
co-founder & gen Y expert
marketing author
http://www.slideshare.net/joerivandenber
gh/
www.howcoolbrandsstayhot.com