Milan – Lager brand Heineken is set to unveil a new collaborative nightclub concept centred on design at Milan Design Week 2012.
The pop-up project unites 19 international creatives from various design disciplines including product, fashion and motion design, with the aim of making every element of the nightclub experience interact.
‘The Open Design Explorations project is a project to create the vision of the perfect nightclub of the future,’ says product designer Adam Aleksander.
This project is designed to appeal to consumers’ increasing demand for experiences. Read more about emerging hospitality trends in our Travel & Hospitality Futures report. LS:N Global will be reporting from Milan Design Week from next Tuesday.