Heineken has announced plans to create an innovative design space during this years Milan Design Week, which will house a range of work for a collection of emerging designers brought together by the Heineken brand.
Dubbed The Magazinni, the area will operate as a dual purpose space, acting an area to showcase design during the day and working as a party-orientated area during the night.
The new The Magazzini space, which will be open from the 9th April until the 13th April, is reminiscent of the crowd-sourced nightclub that was opened by Heineken last year but with the addition of exhibition space Heineken are able to maximise footfall and draw massive crowds into the space.
The Magazzini will bring together the Designersblock design organisation and creative network PechaKucha, as well as the digital publication Cool Hunting, digital remix designer Joshua Davis and multidisciplinary artist Matt W Moore. Fuori Saloni regular Tuttobene will also be a partner at The Magazzini, drawing from its international network of designers to host a workshop area where visitors can create, view and buy design pieces.
Speaking about their involvement, Victor le noble, co-founder of young designers platform Tuttobene, commented: “The invitation by Heineken, allowing us to set up the work/shop event, is the cherry on our 10th anniversary cake.”
Designersblock will showcase emerging talent in a dynamic forest environment, with different collectives curating activity around a series of installations. Rory Dodd, co-founder of Designersblock said, “Heineken is a progressive brand that supports the work of young designers, as we do, so this collaboration is a natural fit. We’ve followed Heineken’s design projects in recent years and are excited to be part of the next chapter at The Magazzini”.
Mark van Iterson, Global Head of Design at Heineken, said “At Heineken we are passionate about social design – the way design brings people together. That is what The Magazzini is all about. We love mixing it up, collaborating with people from all around the world and supporting emerging designers – they’re full of fresh ideas and unique perspectives; this will be a space to challenge and inspire us.”
Not wanting to do things by halves, The Magazzini also has an educational dimension, inviting visitors to engage and participate in events. Cool Hunting will curate explorative activity throughout the week, including open master classes, where young designers have the opportunity to get their work reviewed by established industry figures. Global creative network PechaKucha is to hold a series of talks by renowned designers in its inimitable 20×20 format.
Matt W Moore will create a spectacular outdoor installation and reveal his design for the new Heineken STR bottle at The Magazzini launch. Joshua Davis appears for the first time at Milan to reveal the winner of Heineken’s Your Future Bottle Design Challenge. He will also host a live workshop, creating an exciting interactive installation. Further detail of the workshop programme from The Magazzini partners will follow in March.
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