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

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...