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Heineken presents "The Club" at Fuori Salone 2012

Author // Benedetto FioriPosted in // Design

The_Club_Ingressoi

In the Fuori Salone 2012, Heineken has "TheClub"The concept of the future nightclub (Zona Tortona). The origami will be the theme of the project implemented by the best emerging designers in the world under the leadership of Luc Schurgers and FabioRotella.

During the design week in Milan, Heineken is previewing worldwideThe end result of Heineken Open Design Explorations - Edition 1 "The Club", the concorsointernazionale which involved the best emerging designers in the design of a modern nightclub conceptdi avveniristico.A Since April 17 2012, in Private Gaspare Bugatti 3 (Zona Tortona), will finalmentefruibile audiences "The Club", an exclusive local pop-up signed Heineken and inspired Altema "Changing Perspectives" as the essence of night life, which will have as elementoricorrente and carrier "origami" and the infinite variety of its transformations. "The Club" is the result of a creative adventure that involved 19 young designers provenientida Milan, New York, Sao Paulo and Tokyo under the guidance of a team of riconosciutiprofessionisti worldwide including Luc Schurgers, founder of the collective MiniVegas (specializing in motion design), and Fabio Rotella, the Studio Rotella (specializing in interior design).

Heineken_The_Club

To give its visitors a memorable and unusual, The Club is a project that, by combining different disciplines - including product design, fashion design, motion design and interior design - focused on the study of each element belonging at a nightclub, from the lights to the rooms up to the furnishings and the ways diinterazione between people. The result is an environment dominated by the image of origami that, early entrance, continues in a flexible structure that divides the space within the club and back, cometema applicant in stage over sofas and look for staff . Even the lighting becomes a crucial piece of furniture that features three diversearee, one blue, one red and one green, within which everything changes color, including bottles of Heineken Star Bottle, that light up the night revealing wonderful origami invisible in the light of the day With the intention of stimulating the interaction between people in the room, The Club has created an interactive bar where you can order your own beer and communicate through the innovative "touch sensitive design". Creativity and freedom of innovation are the hallmarks of a concept that expresses the personality of the open and international Heineken brand and its consumers, confident, always attracted to new experiences and tend to socialize in any context.

The_Club_2

ODE_Key_Visual_

origami

The Club
Via Gaspare Bugatti Private 3, Zona Tortona, Milan
Open from the 17 20 April, from hours 13


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Heineken presents "The Club" at Fuori Salone 2012

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