Summary
Heineken has unveiled a splashy new concept nightclub at Milan Design Week that takes the old marketing notion of identifying with your customer to a whole new level: The place gets its aesthetic cues from club kids themselves. It’s crowdsourced design.
Description
This gets their “genius marketing” designation for two reasons. First, Heineken has tried to appeal to the Milan crowd by highlighting what they know: design. Like it or not, it speaks directly to the customer in a way a lot of marketing does not. Secondly, the place makes Heineken virtually critic-proof. If club-goers don’t love the way it looks, they have no one else to blame but themselves.
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Posted by Claire Mackay