What are the possibilities when a 140-year-old brand starts acting like a startup? Mark van Iterson, Heineken's Global Head of Design, gave us a sneak peek of The Magazzini, a pop-up experience exploring design and nightlife culture staged during this year's Milan design week. "Beer is emotion," van Iterson shares, and The Magazzini is an embodiment of Heineken's commitment to design—a playground for innovative ideas in nightlife.
Open from 2PM–2AM daily, The Magazzini will host capsule exhibitions from London-based Designersblock x Arts Thread and Amsterdam-based Tuttobene, which is celebrating 10 years in Milan. Daily programming from Pecha Kucha and Cool Hunting featuring Yves Behar, Alex Mustonen (Snarkitecture) and Luca Nichetto will include beer breaks, of course, along will special workshops from new media designer Joshua Davis and "vectorfunk" artist Matt W. Moore.
The brand is even experimenting with "beer cocktails" using fresh ingredients. Try a Heineken on tap infused with a kick of fresh red chills, the cooling properties of muddled mint or the herbal brightness of lemongrass at their center bar.
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