# Beer-Branded Discos The Heineken Pop-Up Nightclub Makes Waves at the Salone Del Mobile By Jana Pijak | Published 2012-04-21 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/heineken-pop-up-nightclub References: [frameweb](http://www.frameweb.com/news/heineken-pop-up-nightclub) & [heineken](http://www.heineken.com/AgeGateway.aspx) The Heineken Pop-Up Nightclub concept made its debut at the Salone del Mobile. The Dutch beer manufacturer revealed a space, created by a team of 19 international student designers who won a competition to realize their dynamic design concept. Futuristic in its look, this nightclub fuses a contemporary concept along with virtual gaming, making for an interactive user-experience for visitors. While an [interactive bar](https://www.trendhunter.com/trends/barsys-speakeasy) indicates an individual's turn in line when purchasing a drink, a video-powered screen sits above the DJ booth, creating a light show that changes according to musical sound. Aiming to explore the idea of [social space](https://www.trendhunter.com/trends/william-vale-hotel), the Heineken Pop-Up Nightclub is approved by its head of global design, Mark van Iterson. Sleek and purposeful, this luxe and future-friendly lounge is wowing its visitors. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 38% | Activity: 56% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Key Themes Behind This Trend - **Interactive Nightclub Experiences:** Creating immersive and interactive experiences in nightclubs through the use of technology and design. - **Virtual Gaming Integration:** Integrating virtual gaming elements into nightclub spaces to engage visitors and enhance their experience. - **Dynamic Design Concepts:** Exploring innovative and futuristic design concepts to create visually stunning and unique nightclub environments. ### Where This Applies - **Hospitality and Entertainment:** Opportunity in the hospitality and entertainment industry to revolutionize traditional nightclub experiences through innovative design and technology integration. - **Alcohol and Beverage:** Opportunity for alcohol and beverage brands to collaborate with designers and create branded nightclub spaces that offer immersive experiences for consumers. - **Design and Architecture:** Opportunity for design and architecture professionals to push the boundaries of traditional nightclub design and create cutting-edge spaces that captivate visitors. ## Related on Trend Hunter - [Dating-Style Bar Discovery Platforms](https://www.trendhunter.com/trends/bar-dating.md) - [Bar-Focused Dating Apps](https://www.trendhunter.com/trends/bar-dating-1.md) - [Beer-Branded Music Sharing Devices](https://www.trendhunter.com/trends/heifive.md) - [Automated Beer Stations](https://www.trendhunter.com/trends/trust-bars.md) - [Community-Centered Rooftop Events](https://www.trendhunter.com/trends/rooftop-revival.md) - [Phygital Beer Activations](https://www.trendhunter.com/trends/heineken-silver-beer.md) - [Renewed Urban Rooftops](https://www.trendhunter.com/trends/heineken-seoul-rooftops.md) - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Virtual Pub Museums](https://www.trendhunter.com/trends/heineken-pub-museums.md)