Heineken has unveiled a splashy new concept nightclub at Milan Design Week that takes the old marketing notion of identifying with your customer to a whole new level: The place gets its aesthetic cues from club kids themselves. It’s crowdsourced design.
The beer giant tapped 19 emerging designers to transform the insights of 100 clubbers from around the world into a pulsing, glowing, tech-charged “nightlife journey” that could entertain the nose-to-the-sky designorati who descend upon Milan this time of year.
The club has lots of trendy design flourishes, from an origami-style star behind the DJ booth to faceted bottle holders...
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