{"id":585,"date":"2012-03-06T16:30:00","date_gmt":"2012-03-06T15:30:00","guid":{"rendered":"https:\/\/socialdesignmagazine.com\/mag\/s6-design\/c35-design\/heineken-presenta-the-club-al-fuori-salone-2012\/"},"modified":"2024-05-12T13:08:28","modified_gmt":"2024-05-12T11:08:28","slug":"heineken-presenta-the-club-al-fuori-salone-2012","status":"publish","type":"post","link":"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/","title":{"rendered":"Heineken presenta \u201cThe Club\u201d al Fuori Salone 2012","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>In occasione del Fuori Salone 2012, <strong>Heineken<\/strong> presenta <strong>\u201cTheClub\u201d<\/strong>, il concept night club del future (Zona Tortona). L\u2019origami sar\u00e0 il filo conduttore del progetto realizzato dai migliori designer emergenti a livello mondiale sotto la guida di Luc Schurgers e FabioRotella.<\/p>\n\n\n\n<p>In occasione della settimana del design di Milano, Heineken presenta in anteprima mondialeil risultato finale di Heineken Open Design Explorations \u2013 Edition 1 \u201cThe Club\u201d, il concorsointernazionale che ha coinvolto i migliori designer emergenti nella progettazione di un conceptdi locale notturno moderno e avveniristico.A partire dal 17 aprile 2012, in via Privata Gaspare Bugatti 3 (Zona Tortona), sar\u00e0 finalmentefruibile dal pubblico \u201cThe Club\u201d, un esclusivo locale pop-up firmato Heineken e ispirato altema \u201dChanging Perspectives\u201d come essenza della vita notturna, che avr\u00e0 come elementoricorrente e portante \u201cl\u2019origami\u201d e l\u2019infinita variet\u00e0 delle sue trasformazioni.\u201cThe Club\u201d \u00e8 frutto di un\u2019avventura creativa che ha coinvolto 19 giovani designer provenientida Milano, New York, San Paolo e Tokio sotto la guida di un team di riconosciutiprofessionisti a livello mondiale tra cui Luc Schurgers, fondatore del collettivo MiniVegas(specializzato in motion design), e Fabio Rotella, dello Studio Rotella (specializzato in interior design).<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"377\" data-attachment-id=\"7346\" data-permalink=\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/attachment\/heineken_the_club\/#content\" data-orig-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_Heineken_The_Club.jpg\" data-orig-size=\"720,377\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Heineken_The_Club\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_Heineken_The_Club-396x256.jpg\" data-large-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_Heineken_The_Club.jpg\" src=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_Heineken_The_Club.jpg\" alt=\"Heineken_The_Club\" class=\"wp-image-7346\"\/><\/figure>\n<\/div>\n\n\n<p>Per regalare ai propri frequentatori un\u2019esperienza memorabile e fuori dal comune, The Club nasce da un progetto che, unendo diverse discipline &#8211; tra cui product design, fashion design, motion design e interior design \u2013 si \u00e8 focalizzato sullo studio di ogni singolo elemento appartenente ad un locale notturno, dalle luci agli ambienti fino agli arredi e le modalit\u00e0 diinterazione tra le persone. Il risultato \u00e8 un ambiente dominato dall\u2019immagine dell\u2019origami che, anticipata all\u2019ingresso,prosegue in una struttura flessibile che suddivide gli spazi all\u2019interno del club e torna, cometema ricorrente, nel palcoscenico, nei divanetti e nel look per lo staff. Anche l\u2019illuminazione diventa un elemento d\u2019arredo fondamentale che caratterizza tre diversearee, una blu, una rossa e una verde, all\u2019interno delle quali ogni cosa cambia colore, compreso quello delle bottiglie Heineken Star Bottle, che accendono la notte svelando meravigliosi origami invisibili alla luce del giorno.Con l\u2019intento di stimolare l\u2019interazione tra le persone all\u2019interno del locale, The Club ha creato un bar interattivo dove \u00e8 possibile ordinare la propria birra e comunicare attraverso l\u2019innovativo \u201ctouch sensitive design\u201d. Creativit\u00e0 e libert\u00e0 di innovazione sono i tratti distintivi di un concept che esprime la personalit\u00e0 aperta e internazionale del brand Heineken e dei propri consumatori, sicuri di s\u00e9, sempre attratti da nuove esperienze e portati a socializzare in qualsiasi contesto.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"377\" data-attachment-id=\"7347\" data-permalink=\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/attachment\/the_club_2\/#content\" data-orig-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_The_Club_2.jpg\" data-orig-size=\"720,377\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"The_Club_2\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_The_Club_2-396x256.jpg\" data-large-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_The_Club_2.jpg\" src=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_The_Club_2.jpg\" alt=\"The_Club_2\" class=\"wp-image-7347\"\/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"531\" data-attachment-id=\"7348\" data-permalink=\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/attachment\/ode_key_visual_\/#content\" data-orig-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_ODE_Key_Visual_.jpg\" data-orig-size=\"720,531\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ODE_Key_Visual_\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_ODE_Key_Visual_-396x256.jpg\" data-large-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_ODE_Key_Visual_.jpg\" src=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_ODE_Key_Visual_.jpg\" alt=\"ODE_Key_Visual_\" class=\"wp-image-7348\"\/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"700\" data-attachment-id=\"7349\" data-permalink=\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/attachment\/origami\/#content\" data-orig-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_origami.jpg\" data-orig-size=\"720,700\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"origami\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_origami-396x256.jpg\" data-large-file=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_origami.jpg\" src=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_origami.jpg\" alt=\"origami\" class=\"wp-image-7349\"\/><\/figure>\n<\/div>\n\n\n<p><strong>The Club<\/strong><br>Via Privata Gaspare Bugatti 3, Zona Tortona, Milano<br><strong>Aperto dal 17 al 20 aprile, dalle ore 13<\/strong><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>In occasione del Fuori Salone 2012, Heineken presenta \u201cTheClub\u201d, il concept night club del future (Zona Tortona). L\u2019origami sar\u00e0 il filo conduttore del progetto realizzato dai migliori designer emergenti a livello mondiale sotto la guida di Luc Schurgers e FabioRotella.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1,"featured_media":7345,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[13],"tags":[1922,1553,1603,1921],"class_list":["post-585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","tag-entertainment-design","tag-heineken","tag-origami","tag-the-club"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Heineken presenta \u201cThe Club\u201d al Fuori Salone 2012 - Social Design Magazine<\/title>\n<meta name=\"description\" content=\"In occasione del Fuori Salone 2012, Heineken presenta \u201cTheClub\u201d, il concept night club del future (Zona Tortona). 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L\u2019origami sar\u00e0 il filo conduttore del progetto realizzato dai migliori designer emergenti a livello mondiale sotto la guida di Luc Schurgers e FabioRotella.\" \/>\n<meta property=\"og:url\" content=\"http:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/\" \/>\n<meta property=\"og:site_name\" content=\"Social Design Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/socialdesignmag\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/benedettofiori\" \/>\n<meta property=\"article:published_time\" content=\"2012-03-06T15:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-12T11:08:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_The_Club_Ingressoi.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"377\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Benedetto Fiori\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@benedettofiori\" \/>\n<meta name=\"twitter:site\" content=\"@socialdesignmag\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Benedetto Fiori\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/\"},\"author\":{\"name\":\"Benedetto Fiori\",\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/#\/schema\/person\/61e20205cc363c315e6aabd33a045846\"},\"headline\":\"Heineken presenta \u201cThe Club\u201d al Fuori Salone 2012\",\"datePublished\":\"2012-03-06T15:30:00+00:00\",\"dateModified\":\"2024-05-12T11:08:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/\"},\"wordCount\":429,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/#organization\"},\"image\":{\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_The_Club_Ingressoi.jpg\",\"keywords\":[\"entertainment design\",\"heineken\",\"origami\",\"the club\"],\"articleSection\":[\"Design\"],\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/\",\"url\":\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/\",\"name\":\"Heineken presenta \u201cThe Club\u201d al Fuori Salone 2012 - Social Design Magazine\",\"isPartOf\":{\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/socialdesignmagazine.com\/mag\/design\/heineken-presenta-the-club-al-fuori-salone-2012\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2012\/03\/benedetto_heineken_the_club_fuorisalone_2012_The_Club_Ingressoi.jpg\",\"datePublished\":\"2012-03-06T15:30:00+00:00\",\"dateModified\":\"2024-05-12T11:08:28+00:00\",\"description\":\"In occasione del Fuori Salone 2012, Heineken presenta \u201cTheClub\u201d, il concept night club del future (Zona Tortona). 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