Connecting new generations with a legacy brand: Designing a Theme-Based innovation process for the Heineken Innovation Lab

Heineken wants to become more popular under generations Y and Z. Therefore, the Heineken Design and Sustainability team want to create the Heineken Innovation Lab. The HLab aims to be a playground for co-creation, a mix between a bar and design space. <br/>However, co-creating means sharing unfinished ideas, innovations, and opinions with people...