As the design world descended on the UK for the London Design Festival in 2014, we partnered with Heineken® to create content around their innovative pop-up lounge bar, which was created by 20 designers from around the world.
Heineken® has a history of eye-catching projects that reimagine how social and cultural spaces might operate – an ideal subject for the It’s Nice That audience. Alongside four articles written on the site, we also helped them promote their “Iconic Design Challenge”: a competition offering emerging designers the chance to rethink the notion of a bar and turn their “social design” visions into reality.
This support helped attract visitors and influencers to the Heineken® site during one of the design world’s busiest periods.
Throughout the year there are a few key dates when the design community’s attention focuses on a particular event – a combination of time and place and creative energy that becomes something both special and significant. In mid-September, that place is London, and this year’s London Design Festival is now just days away. We are excited to be partnering with Heineken® for their Pop Up City Lounge, an interactive social hub where cutting-edge design thinkers have stripped the very idea of this social space back to basics, and re-thought it from the ground up.
When Mexican designer Ricardo Casas talks about his role in the Heineken® Pop Up City Lounge, one word crops up more than any other – behaviour. This gives us a clue that his underlying design philosophy is very focused on how people interact with a space rather than overarching principles into which the project should be shoehorned. To put it another way; he’s a designer who makes work with real people in mind rather than other designers.
The interactive designer Jake Barton always says that you can prototype in the studio as much you like, but you only learn about a space once you see how people really use it. That was the philosophy underpinning Heineken®’s Pop Up City Lounge on which we partnered with the famous beer brand for the London Design Festival.