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.
As Heineken®’s head of design Mark van Iterson explains in the above video, while the lounge was itself a prototype based on an international collective’s responses to a huge crowdsourced research project on Instagram, they wanted to see how London’s design-savvy drinkers brought the space to life.
From the bar itself (based around a recurring triangle motif) to the lighting, the staff’s futuristic uniforms and the conversation cocoons that provided intimate social space even when the bar was packed, every aspect of the lounge was an attempt to rethink what having a beer could and maybe should be about. As Mark explained it wasn’t about “throwing the baby out with the bathwater,” but rather questioning how social, cultural and technological changes have impacted on what we look for when we head out to meet our friends. And while Heineken’s beer remains unchanged, Mark and his team clearly revel in trying to improve every other aspect of what he calls the beer occasion.
Check out these videos including interviewers with Mark van Iterson and other members of the design collective, and visit the Heineken® design microsite for more information.
- LuckyMe’s Lunice film for Apple Music is a theatrical trip through 90s hip hop videos
- Printed Pages AW17 is now available for pre-order – with exclusive prints, a party and more!
- Tatiana Ermolaeva's coherent “but not too slick” work for the Strelka Bar
- BBC’s David Bailey’s must watch talk for font fanatics from Nicer Tuesdays
- Shin Morae translates her memories into pastel illustrations
- Sarah Meyohas combines virtual reality, 10,000 roses and artificial intelligence in Cloud of Petals
- Peter Funch has photographed the same people on the same street for nine years
- DBLG and Animade’s cheeky stop-motion animation uses human skin and 3D stamps
- “It needed to be functional, a workhorse”: Arket’s in-house team on its brand identity
- Get to know the fluid work of graphic designer, Steffen Hotel
- Fukt magazine presents the erotic drawings of David Shrigley, Tracy Emin and many more
- Poster Girls, an exhibition of 150 female graphic designers opens at London Transport Museum