Design

HEINEKEN and Marc Newson revolutionize the experience of home beer consumption

The Design Lab
HEINEKEN and Marc Newson revolutionize the experience of home beer consumption it has been modified: 2013-10-03 di jessica zannori

HEINEKEN announces an important partnership with the renowned and award-winning designers Marc Newson founded with the aim of completely revolutionize the experience of beer consumption at home. The result of the partnership will have its premiere in October in the two capitals of design excellence, Milan and Paris, after months of work that saw the team Innovation and Design of HEINEKEN work closely with Marc Newson, one of 100 most influential people in the world according to the magazine of The Times.

From a careful study of the habits of its consumers conducted by the Research & Development team HEINEKEN showed the desire to live an experience of consumption of high level while not having to go specifically in a pub or in a local. To satisfy this need comes the partnership with one of the leading exponents of contemporary design, Marc Newson, who has a long experience in the industry thanks to prestigious international collaborations with companies leading brands in furniture, furnishing accessories tableware and technology.

"The design and innovation are the beating heart of the history of HEINEKEN that 140 years helps to create the best possible experience of consumption and encourage opportunities for socialization between people - says Alexis Nasard, Chief Marketing Officer and President of Western Europe at HEINEKEN - Marc Newson fully reflects the philosophy of HEINEKEN, always setting anticipates trends: for this we are certain that our project captivate lovers of beer in the world ".

"We chose to create the opportunity to experience the beer consumption at home via a premium product and prestige but, at the same time, fun and engaging - Roberto continues Giugliano, Group Brand Manager Heineken Italy - The global success that is seeing as protagonists espresso machines are proof of how necessary it is to offer the market a high-level reserved for the domestic consumption. We chose Marc Newson as partners to create a project based on a contemporary concept based on quality, technology and innovative design. " Marc Newson says: "Always I have a profound respect for HEINEKEN, because historically provides the highest quality products and highly innovative design. We worked on a project that will soon be revealed to the world and we look forward to seeing how consumers will react ".

The design is from 140 years the heart of Heineken: as the historical green bottle that, since then, has been constantly reinterpreted to reach out to consumers who, increasingly, are careful aesthetics and packaging, the new project reflects the company's desire to continue to innovate in anticipation of new lifestyles and consumption experiences.

Behind The Scenes

Marc Newson François-Xavier Mahot Mark van Iterson

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