Creating Engaging Brands at Identify '12 by Joeri Van den Bergh
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Transcript of Creating Engaging Brands at Identify '12 by Joeri Van den Bergh
Out March 2013
Peter Arnell
NIGHTLIFE +
DESIGN =
PROGRESSIVE =
HEINEKEN
How to create the club of tomorrow?
Join forces with a multidisciplinary
group of designers
Crowdsourcing emerging designers
via social media
Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
Designers get their inspiration from
life in the city, the club scene,
each other, their expert coaches,
the Heineken brand and of course…
clubbers!
How to create the club of tomorrow?
Join forces with a multidisciplinary
Connect with clubbers and understand
group of designers
their journey
Understanding the journey of clubbers
PARTICIPANTS
120 COUNTRIES
20 Clubbing
design-savvy
Heineken
The Heineken concept club community
Clubbing experience
Role of clubbing Review of the
Ideal experience
nightlife experience
How to create the club of tomorrow?
Join forces with a multidisciplinary
Connect with clubbers and understand
group of designers
their journey
Approach the nightlife experience as
service design
Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
The layout takes a cue from
the nightlife journey of clubbers
The origami element at the entrance links the outside to
the inside of the club and hints at the interior design.
The staff is dressed in vibrant futuristic
outfits,
in line with the ‘Changing perspectives’ theme of the club.
The biggest video bottle wall in the world reacts on sound
and features live images of the clubbers.
The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
The interactive bar surface entertains and connects
people in playful ways.
The limited edition bottle alters it’s appearance
under different types of light and is accompanied
by origami serving trays and openers.
Leave your drink on the numbered shelf
and go crazy on the dance floor.
co-founder & gen Y expert marketing author
Joeri Van den Bergh
http://www.slideshare.net/joerivandenbergh/ www.howcoolbrandsstayhot.com
