After working with Heineken on a number of interactive projects and installations, when the idea of designing the club of the future came up we were top of their list. Heineken contacted us to be one of five coaches for their Open Design Exploration project, and in doing so we became the heads of digital and interactive content. The idea behind the ODE was to compile the thoughts and ideas of a group of designers from a variety of backgrounds (fashion, graphic, motion, interior, and product design) and create a pop up night club that could travel the world. This was bigger than the projects we’d done in the past, as it involved a level of crowd sourcing, which meant it would take some time to properly develop.
In the early stages of production, we worked closely with Heineken and created a call-to-action video to promote the project and get proposals from artists all over the world. Once the designers had been selected, the next phase of the project had us traveling to the designers and documenting their lives, inspirations, and ideas on the future. These films were then made into short web documentaries and distributed online to draw interest to the project. Working as mentors, we coached a number of the designers to realize their visions and create something tangible for the club. At Milan’s Design Week, a pop-up club was launched and at the heart of it was an interactive, touch-activated bar that we created, along with mapped projections, and a concrete vision of the future. Next up, a future beer garden complete with robots in lederhosen and zero-gravity steins.
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