The value of design as a holistic approach in enhancing a global brand: The case study of Heineken Open Design Explorations

The value of design as a holistic approach in enhancing a global brand: The case study of Heineken Open Design Explorations

Suarez Carmona, M.

Buijs, J.A. (mentor)
Roscam Abbing, E. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2012-07-12

Heineken Open Design Explorations (ODE) is a new initiative by Heineken (Design and Concept Development team) where 19 emerging designers from 4 different cities in the world, were selected to co-create a visionary concept for the nightclub of the future. The resulting nightclub was unveiled in Milan 2012, during Salone del Mobile at Zona Tortona. The objective of this study is to investigate how design can enhance a global brand through the exploration and development of a visionary concept for the future, taking ODE as a case study. As a result the initiative was evaluated, in terms of company performance and a strategic advice is provided to Heineken, to develop the next edition of ODE. Moreover, a framework is provided to facilitate the initiative in its next edition. The framework works together with a tool called Design Equity Dashboard, to facilitate design in enhancing a global brand.

Value of Design
Projectas
Future concepts
Design Equity
Dashboard
Heineken
Design at Heineken

http://resolver.tudelft.nl/uuid:024f30d8-bd02-4689-aca4-acb0c4de294b

2014-07-12

Campus only

Student theses

master thesis

(c) 2012 Suarez Carmona, M.