19 Sep

Channels: Fashion, Entertainment, Consumer

London/Amsterdam 19th September 2014: Heineken has unveiled a premium, design-focused lounge bar at London Design Festival, the latest chapter of its open innovation journey. Making its UK debut, the ‘Pop-up City Lounge’ is the second edition in the


London/Amsterdam 19th September 2014: Heineken has unveiled a premium, design-focused lounge bar at London Design Festival, the latest chapter of its open innovation journey. Making its UK debut, the ‘Pop-up City Lounge’ is the second edition in the brand’s ‘Open Design Exploration’ series and was created by twenty young designers from across the globe, crafted in response to suggestions of what the ultimate lounge bar should be from tens of thousands of consumers, who shared inspirational images on Instagram.

Hidden behind the industrial, corrugated iron shell of two forty-foot shipping containers, the  ‘Pop-Up City Lounge’ is an intriguing space full of cutting-edge design features created to optimise the nightlife experience. The lounge is a product of the brand’s commitment to exploring social design, a concept that premieres this week in London before embarking on a tour of global nightlife hotspots.

Mexican interior designer Victor Hugo Jimenez created intricate ‘conversation cocoons’ which are at the core of The Lounge. In response to the two thirds of bar-goers who felt a lounge bar is the best place to go for a good conversation with their closest friends. The cocoons are built in various sizes to accommodate small or larger groups, always providing a feeling of exclusivity to their occupants. Key to their design is the perfect balance of intimacy and openness. Smaller cocoons feature reclined seats to encourage close conversation, whilst the larger areas have more upright chairs so that bigger groups can talk all together, but all the while, visitors can sense what is happening around them at The Lounge. 

After finding that the Instagram moment of a night out is capturing the excitement of the drinks arriving, Heineken has created theatrical serving rituals, and invites the consumer to mix and match ingredients to their taste - offering a brand new experience worthy of sharing online. Waitresses deliver exclusive and delicately blended ‘hoptails’, such as the ‘London Lush’ and ‘Beerito’, and serve bottles of beer in exclusive trays constructed from ice. Lengthy bar queues are a thing of the past at the lounge: with the simple flick of a switch, visitors can make their cocoon glow, alerting serving staff to deliver more drinks without having to break from conversation. 

Brazilian graphic design mentor Andre Coelho created the lounge’s signature graphic pattern that threads all the elements of the space together, from the interior architecture to the angular accents in futuristic outfits worn by lounge bar staff. Roland Bird, the product design mentor, had a leading role in translating the graphic pattern into 3D shapes to form trays, openers and skimmers that have a progressive Heineken signature.

Mark van Iterson, Heineken’s Global Head of Design, comments, ‘Our research found that most nightlife lovers are excited by the unexpected when it comes to lounge bars, and at Heineken we always want to surprise. Design enables us to explore the unexpected and make the most memorable experiences.’

Friday 19th September sees shortlisted designers from the ‘Heineken Iconic Bar Design Challenge’ presenting their work and views on bar design, revealing Europe’s most promising talent based in London. In addition, the Pop-up City Lounge will be hosting talks during the festival with leading design influencers, including Tom Dyckhoff, Victor Hugo Jimenez, Ricardo Casas and Mark Van Iterson, Head of Global Design at Heineken, amongst others. 

Launched last night, Thursday 18th September, in collaboration with TENT in the grounds of the Old Truman Brewery, the Lounge will be open in London until 21st September before travelling on a tour of global cities.


About the Heineken Lounge: 

The ‘Pop-Up City Lounge Bar’ is the result of Open Design Explorations, which invited nightlife lovers across the world to have their say on the future of lounge bar design by sharing their ultimate lounge bar experiences on Instagram and Tumblr. These suggestions were used to inspire a twenty emerging designers who were recruited by Heineken as specialists in product, fashion, interior, graphic, and motion design. The result is a functional and intuitive space where visitors can connect with friends, which promises a memorable night out. After launching in London, the fully transportable lounge bar will tour the globe. 

The Heineken Lounge will be based at Ely’s Yard in the grounds of the Old Truman Brewery in Shoreditch from Thursday 18th to Sunday 21st September. The Lounge will be open between 10am- 8pm and on Sunday from 11am to 6pm. A full schedule will be available via heineken.tumblr.com

About Open Design Explorations: 

Heineken® Open Design Explorations is a series of design projects to explore future visions of nightlife design.

"At Heineken®, clubs and bars are our habitat. It’s where people get together to have a great time. To enhance this experience as much as we can, we’re always exploring and pioneering concepts for nightlife. In this specific series of projects we collaborate with emerging talents from all over the world, people who share Heineken®’s values, open-minded design explorers with innovative ideas that will drive progress."

- Mark van Iterson, Global Head of Design at Heineken® -

Designers’ mentors: Roland Bird (product designer) from GRO Design; Andre Coelho (graphic designer); LEW by Kim Leemans and Merel Wicker (fashion designers).

List of participating designers by city and discipline who collaborated in the design of the Pop-up City Lounge:

Mexico City: Ricardo Casas Padilla (Product design), Victor Hugo Jimenez Carapia (Interior design), Jorge Delfin Fernandez (Fashion design), Cynthia Ortiz Sepulveda (Motion design), Marcela Garza Garza (Graphic design), Felipe Castañeda Roldan (Interior design).

Warsaw: Pawel Pyzik (Fashion design), Kamila Staszczyszyn (Motion design)

Jakub Matyka (Motion design), Anna Paszkowska (Interior design), Karolina Chyziak (Product design), Piotrek Chuchla (Graphic design).

Singapore: George Soo (Product design), Joseph Louis Tan (Product design), Kevin Lim (Interior design), Fitriah Abdullah (Experience design), 

New York City: Scott Taylor (Interior design), Sylvia Heisel (Fashion design), Isabel Castillo Guijarro (Graphic design), Samantha Obell (Interior design).

The Open Design Explorations Journey:


In 2012 at Milan Design Week, the 1st edition piloted design directions for a futuristic (night) club. A huge interactive screen made out of Heineken® bottles, a 3D video-mapping VJ show, an interactive bar surface, extravagant fashion, special club bottles, and all in contemporary origami-styling.


Exactly 1 year later we revealed in Milan ‘The Magazzini’; Heineken®’s creative hub, hosting workshops, presentations and night life experiences, in collaboration with CoolHunting.com, DesignersBlock, Tuttobene, PechaKucha, Joshua Davis and Matt W. Moore. Also the final judging of Heineken®’s Future Bottle Design Challenge 2013 took place in The Magazzini.


For 2014 we selected a new group of worldly design talents from Mexico City, Singapore, Warsaw and New York, to focus on the Lounge occasion. The brief was to inject ‘Lounging’ with fresh energy. As kick-off research Heineken® fans from across the world uploaded thousands of Instagram images to give their view on the ultimate lounging experience. The creative journey combined ideas from different continents, from architecture, fashion, product, and all other sorts of design. The result: the Heineken® Pop-Up City Lounge.

Notes to editors: 

For more information, interviews with Mark van Iterson or the Heineken Lounge designers and mentors, video content or images, please contact:

Emma Kaye:emma.kaye@tvcgroup.com / +44 (0) 207 380 8000

About Heineken®

The Heineken brand, that bears the founder's family name - Heineken - is available in almost every country across the globe and is the world's most valuable international premium beer brand.

To follow Heineken® on Twitter visit www.twitter.com/heineken and to become a fan on Facebook go to www.facebook.com/heineken. To view videos, subscribe to our YouTube channel at www.youtube.com/heineken.

More information about Open Design Explorations is available on heinekendesign.tumblr.com 

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