Beer brand's latest foray into the world of design is a temporary bar that's perfect for a bit of mid design festival lounging
Beer brand Heineken has announced its latest foray into the world of design with its new Heineken Pop-up City Lounge, a pop-up bar which is in London from 18th to 21st September for the London Design Festival.
The idea of the project is 'design to facilitate a great lounging experience', says Heineken's global head of design Mark Van Iterson.
It is made of two 40-foot-long shipping containers, which have been converted into multiple lounge spaces. The use of light and transparent materials 'underscores the Lounge's open character and its functionality, playing to the unexpected nature of a pop-up', according to Heineken.
During LDF, shortlisted designers from the 'Heineken Iconic Bar Design Challenge' will present their work and views on bar design
The Pop-up City Lounge will also host talks during the festival with leading lights of the design world including Ricardo Casas, Tom Dyckhoff, Sharon Baurley of the RCA, and Mark Van Iterson,.
Launching on Thursday 18th September during LDF, in collaboration with TENT in the grounds of the Old Truman Brewery, the Lounge will be open for four days before it disappears on a global city tour.
Of the design, Iterson says: 'We went back to the essence of what a lounge bar should be and asked people what they were looking for. The response was amazing. Over tens of thousands of crowdsourced Instagram images were submitted. This has certainly been a fantastic challenge, to create a visionary concept inspired by insights from all over the world, with a global team of emerging design talent', says Mark Van Iterson, Heineken's Global Head of Design.
Created by collaborating with 20 interior, product, fashion, graphic, and motion designers, from Warsaw, New York, Mexico City and Singapore, the Lounge introduces a host of new drinking rituals. Featuring a series of different sized 'conversation cocoons'; a design initiated by Victor Hugo Jimenez, groups of friends can enjoy privacy, attentive table service, surprising hoptails and exciting dishes.