Heineken Pop Up City Lounge

Heineken® has unveiled its latest nightlife experience concept, the Pop-up City Lounge. This urban design lounge will make its debut at the 2014 London Design Festival (LDF) from 18th – 21st September.

The exciting new space is Heineken’s latest iteration of ‘social design’, a design exploration that went back to the drawing board and asked people what they really wanted from a bar lounge. Tens of thousands of crowdsourced Instagram images were submitted from across the globe, providing inspiration for Heineken, and the young emerging talent it collaborated with, to explore what lounging towards 2020 could be like.

Designed to provoke conversation, this Pop-up Design Lounge is a place of discovery, with the aim of creating physical social networks. Visitors can experience a series of different sized ‘conversation cocoons’, providing spaces for small and large groups of friends to relax and enjoy their privacy, while at the same time, being in touch with the rest of the lounge.

A core element of the experience will be the exploration of new serving and drinking rituals.. Theatrical and extravagant bespoke ‘hoptails’ will be on offer and visitors will be able to experience the latest innovation from Heineken, The SUB®, a sleek, stylish home draught beer lifestyle appliance that has been created in collaboration with award winning designer Marc Newson. As an accompaniment, cuisine featuring some surprising flavor combinations will also be available from the bar.

Throughout the festival, Heineken will be hosting talks with leading figures within the design industry, as well as showcasing the finalists from the Heineken Iconic Bar Design Challenge , which will reveal Europe’s most promising London-based talent.

Passionate about design, Heineken has been collaborating with a wide range of emerging designers across the globe and collectively they have designed a truly interactive lounge experience that is progressive, inclusive and fresh.

Heineken’s Pop-up City Lounge is launching on Thursday 18th September, in collaboration with TENT in the grounds of the Old Truman Brewery. This sensory delight is a must for any design devotee but be quick, it is only in London for four days before it disappears on a global tour.
ENDS


Notes to editors:
For more information, interviews with the Heineken Lounge design collective, tickets for events or images, please contact:

Emma Kaye - [email protected] / 0207 380 8000

About the Heineken Lounge:
The Heineken Lounge will be based at Ely’s Yard in the grounds of The Old Truman Brewery in Shoreditch from Thursday 18th to Sunday 21st September. The Lounge will be open between 10.00 – 20.00 and on Sunday between 11.00 – 18.00. A full Lounge Schedule will be available via heineken.tumblr.com
About Heineken®

The Heineken brand, that bears the founder's family name - Heineken - is available in almost every country across the globe and is the world's most valuable international premium beer brand.