The main challenge, given the complexity of the creative process, with emerging talent in four continents and of different design background, was bringing the rich ideas together into one coherent concept. From adapting purpose of the space throughout the day; to the different light effects used through its zones – red, green or blue applied to enhance the mood and feeling in the refreshment, heated dance and chillout zones; and exposing clubbers to new and exciting club experiences.

The year-long project sought to explore new concepts in nightclub design that would enhance the drinking environment and create progressive and interesting new experiences for consumers. To enhance innovation and gain fresh perspectives, Heineken harnessed the creative power of emerging design talent globally. It sought people with real ideas and brought 19 designers from a multitude of disciplines together to co-create on a pioneering online creative hub. Physical boundaries were broken down, and cultures, influences and design fields combined to challenge status quo aspects of clubs.

Over four days in Milan, the live exhibit saw 13,000 visitors – designers/design enthusiasts, journalists and clubbers. This design community was exactly the audience the event wanted to attract to showcase Heineken’s design credentials and progressive nature.

More than 1,500 tweets and 500+ articles were written in design and lifestyle media globally. Consequently, elements of the club are now being taken into production, starting with elements appearing in Asia in 2013, and across the globe directly after.

As a result of the enormous success of the first 'co-creation' project, Heineken has decided to

organize the second edition of the 'Open Design Explorations' at Salone del Mobile 2013.