Nightlife Journey Interactive Infographic

1. InSites Consulting 4 April 2012 Nightlife journey inspires the creation of the Heineken concept club [interactive infographic] This April, the end result of an exciting collaborative design project will be revealed at the Milan Design Week 2012. Heineken® Open Design Explorations Edition 1: The Club offered 19 up-and-coming designers from Milan, New York, Sao Paulo and Tokyo the opportunity to develop a progressive pop-up club. Over 100 clubbers from all over the world played a vital role in this creative process; their nightlife experience, perception and needs challenged and inspired the design team to make the club as enjoyable, social and memorable as possible. Inspired by conversations The global collaboration between designers, their expert coaches, the Heineken team and the clubbers was facilitated by an online creativity hub, the Heineken concept club community. In the first phase over 100 clubbers joined forces in sharing their nightlife experience through discussions and images. The online research community (MROC), managed by InSites Consulting, provided a 360-degree view on the motivations of people to go clubbing. Not only did this connection provide us with a true understanding of their needs, it also enabled us to introduce great and inspirational clubbers to the designers. Screenshot: The Heineken concept club community The Heineken concept club

2. InSites Consulting 4 April 2012 In the creation phase, the consumer insights were integrated in an interactive infographic to inspire the emerging designers. The InSites Consulting project team analysed the conversations to the core and reported these by connecting the shaped insights with designer challenges. The creative designer team joined the community to discuss the issues and themes they discovered and to share their ideas, sketches and images. Customized for designers To immerse the designers in the world of clubbers during their nightlife journey, they could move through the night by browsing the custom-designed interactive infographic. Discover how consumers are challenging Heineken to trigger their senses and encourage social interaction in the key moments of their journey: www.nightlifejourney.com. Interactive infographic: Nightlife journey The Heineken concept club

3. InSites Consulting 4 April 2012 Driven by research and creativity By playing to the needs of clubbers, the designers were able to develop a visionary take on club design, raising the bar on how enjoyable, social and memorable a nightlife experience can be. Challenges like ‘how to bring the club’s atmosphere to the people waiting outside’ have a direct impact on the design of the club, resulting in the origami element below, linking the outside to the inside of the club and hinting at the interior design. Artist's impression: Entrance to the club Check out the feature on Wallpaper.com for more details on the Heineken® Open Design Explorations Edition 1: The Club. Stay tuned, we are looking forward to partying at the opening of the Heineken concept club on April 17th in Milan and will definitely share our impressions with you. The Heineken concept club

4. InSites Consulting 4 April 2012 Author Thomas Troch, Senior Research Innovator +32 494 867 081 Thomas.Troch@insites-consulting.com @thomastroch http://be.linkedin.com/in/thomastroch InSites Consulting InSites Consulting was established in 1997, and although a marketing research company, the founders never really wanted to be market researchers. InSites Consulting really is a crazy blend of academic visionaries, passionate marketers and research innovators that are determined to challenge the status quo of marketing research. Over the last 10 years the company has grown at an amazing 35% per year. Today, there’s more than 130 employees working in five offices (BE, NL, UK, RO, US) getting their energy from helping world leading brands to improve their marketing efforts and to develop deeper connections with consumers on a global scale. InSites Consulting is rewarded with no less than 15 international awards The recipe for success: a never-ceasing enthusiasm, a lot of hard work, a culture of sharing, and permanent innovation in research methods and marketing thought leadership. And last but not least: positively surprising clients every day. More information is available at: www.insites-consulting.com The Heineken concept club

5. InSites Consulting 4 April 2012 Notes About the interactive infographic: The interactive infographic (www.nightlifejourney.com) was developed based on the results of an online research community (MROC) with over 100 clubbers from around the world. This research project was conducted by InSites Consulting as an integral part of the Heineken® Open Design Explorations Edition 1: The Club project. The intuitive infographic was created by www.bitsoflove.be in HTML5, making it ideal for browsing on both desktops and mobile devices such as tablet computers. About Heineken The Heineken brand, which bears the founder’s family name - Heineken - is available in almost every country on the globe and is the world’s most valuable international premium beer brand. Additional information is available on www.heineken.com and www.heinekeninternational.com/presscentre. Media contact for the interactive infographic and service design Thomas Troch: thomas@insites-consulting.com +32 (0)9 269 12 26 Media contact for online research communities (MROC) Tom De Ruyck: tom@insites-consulting.com +32 (0)9 269 14 07 Media contacts for Heineken® Open Design Explorations Edition 1: The Club Marnie Kontovraki: marnie.kontovraki@heineken.com +31 (0)20 5239 355 Iris PR: Rachel Newman: rachel.newman@iris-worldwide.com + 44 (0) 20 7922 8190 Amy Vickery: amy.vickery@iris-worldwide.com +44 (0) 20 7654 7359 Robin Davies: robin.davies@iris-worldwide.com +44 (0) 20 7654 7657 The Heineken concept club