Open on 18-21 September at the Old Truman Brewery, the activation was crafted after Heineken responded to suggestions of what the ultimate lounge bar should look like, after tens of thousands of consumers shared their thoughts on Instagram and Tumblr.
Twenty young designers from across the globe were commissioned to create the ultimate nightlife experience. Mexican interior designer Victor Hugo Jimenez created the bar’s focal point, intricate ‘conversation cocoons’ of various sizes to accommodate both small and large groups.
The lounge’s signature graphic pattern was created by Brazilian graphic designer Andre Coelho, while Roland Bird translated these designs onto trays, openers and skimmers.
Heineken also created theatrical drinks-serving rituals in response to Instagram users' love of posting a photo of their drinks’ arrival. Waitresses served up beer-based ‘hoptails’ on trays made of ice, after guests flicked to switch to light up their cocoon and call for service.
Mark van Iterson, Heineken’s global head of design, said: "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."
Heinken worked with PR agency TVC Group to produce the pop-up. The lounge is set to embark on a tour of global hotspots following its London launch, the locations of which have yet to be confirmed.
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