Designers will be selected for the programme through ‘talent nights’ this June, held in regions across Europe, Asia, the US and Latin America, though a Heineken spokeswoman says they have not yet confirmed where or how these will take place.
She adds that the benefits for participants include showcasing their work in Milan in 2012 and guidance from the designers leading teams for the programme.
These designers include Luc Schurgers, founder of Mini Vegas animation design lab, and Fabio Rotella of Studio Rotella interior architects.
The brief for the Milan pop-up club is centred around the theme ‘light up the night’. The multidisciplinary teams will comprise designers in fields including interior architecture, product, graphic, interactive and experiential.
Mark van Iterson, manager of global Heineken design and concept, says, ‘We’re kicking off a new approach to design that will see us co-create with emerging design talent and specialised studios to create new, visionary social environments and unexpected concept spaces.’