Cool Co-Creation Examples: Heineken

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Heineken Open Design Explorations Edition 1: The Club What does the future of clubbing look like?  Co-creation can give you an answer. Global brewer Heineken recruited a virtual team of 19 young emerging designers from four different continents to develop a concept club of the future, which was brought to life as a pop-up club in Via Bugatti in Zona Tortona, Milan 2012.  The co-creation team of fashion, product, motion, interior and graphic designers came from Milan, Sao Paolo, New York and Tokyo. To stimulate ideas, the co-creation team had access to an online panel of 100 clubbers.

The co-creation process: Heineken encouraged the co-creation team to use and build on each others personal experience, grounding design in real life from around the globe.  Pooling their experiences, the co-creation team effectively embarked on a world tour of clubs. Inspiration and background was provided by experiences from a panel of 100 clubbers that were transformed into idea stimulating questions (e.g. how can the VIP area be improved?).

Why we like it:  Harnesses “Joy’s Law” (Bill Joy – co-founder of Sun): the idea that no matter who you are, most of the smartest people work for someone else, Heineken onboarded diverse young talent to help future proof their innovation and marketing.


Paul Marsden

All stories by: Paul Marsden

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