Heineken Pop-up City Lounge arrives in Taipei
Heineken’s Pop-up City Lounge has arrived at Taipei’s Huashan 1914 Creative Park, opening its doors to visitors from Oct. 2 to 4.
Mark van Iterson, the brewer’s global head of design, has also arrived for the launch of the lounge on Asia’s only stop, according to Heineken.
The brewer launched the twocontainer City Lounge in London in 2014 to explore new concepts and designs around Heineken beer.
Jeff Wu, marketing director at Heineken Taiwan, explained that Taiwan was chosen as a stop for the City Lounge because the brewer considers it an important market in Asia.
Heineken has been constantly exploring new ideas and creating innovations over the past 140 years, and the City Lounge is meant to offer an unforgettable experience for consumers, Wu said.
The City Lounge is an “explorative space” jointly created by designers around the world, he added.
”Heineken is an explorer of design. We understand that the process and the ending are equally interesting,” said van Iterson.
He said Heineken received suggestions for the project from people who uploaded thousands of photos to Instagram, with which the design team created the City Lounge.
He said the City Lounge is a creation out of social networking, connecting people and giving them unforgettable experiences through design.
Van Iterson has said that leading the Heineken design team is a job that needs to observe tradition carefully and yet must constantly produce innovations. He has also stressed that “Nothing beats true passion,” according to Heineken.
The City Lounge itself comprises two 40- foot containers transformed into multiple lounge spaces featuring a series of different sized “conversation cocoons.” In these cocoons social groups can gather and enjoy the privacy of their space, Heineken said. Inside the City Lounge, there is a “Star” company logo made up of 170 Heineken beer bottles.
The lounge, which was officially unveiled at Huashan 1914 Creative Park on Thursday, will be open daily from 2 p.m. to 10 p.m. till tomorrow.
Mark van Iterson, center left, Heineken’s global head of design, and Jeff Wu, center right, marketing director at Heineken Taiwan, launch the brewer’s Pop-up City Lounge at Taipei’s Hua Shan 1914 Creative Park on Thursday.