Print Email Facebook Twitter The value of design as a holistic approach in enhancing a global brand: The case study of Heineken Open Design Explorations Title The value of design as a holistic approach in enhancing a global brand: The case study of Heineken Open Design Explorations Author Suarez Carmona, M. Contributor Buijs, J.A. (mentor) Roscam Abbing, E. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Master of Science Strategic Product Design Date 2012-07-12 Abstract 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. Subject Value of DesignProjectasFuture conceptsDesign EquityDashboardHeinekenDesign at Heineken To reference this document use: http://resolver.tudelft.nl/uuid:024f30d8-bd02-4689-aca4-acb0c4de294b Embargo date 2014-07-12 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2012 Suarez Carmona, M.