Heineken Pop-up City Lounge ar­rives in Taipei

The China Post - - LOCAL -

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.

Cour­tesy of Heineken

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.

Newspapers in English

Newspapers from Taiwan

© PressReader. All rights reserved.