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Designing the club of tomorrow

Date of publication: September 13, 2012

Catalogue: Congress 2012: Accelerating Excellence

Companies: InSites Consulting, Heineken

Authors: Filip De Boeck, Henk Eising, Caroline Van Hoff, Tom De Ruyck

Abstract:

The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-create the club of tomorrow. A three-week Market Research Online Community (MROC) with 120 design-savvy clubbers resulted in a consumer journey map, visualizing their needs, perceptions, experiences and motivations. This served both as a briefing and a source of inspiration for the designers working together on the design of this concept club. The final concept club will be showcased at the Salone del Mobile 2012 in Milan after which it will travel worldwide.

Filip De Boeck

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Henk Eising

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Caroline Van Hoff

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Tom De Ruyck

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De Boeck, Eising, Van Hoff and De Ruyck (2012a, September 13). Designing the club of tomorrow. ANA - ESOMAR. Retrieved March 17, 2025, from


https://ana.esomar.org/documents/welcome-to-the-club-8918