The Magazzini will be Heineken's new design space at Milan Design Week, providing emerging designers a platform for exposure. The experimental hub will bring together Designersblock, PechaKucha, Cool Hunting, Joshua Davis and Matt W Moore.
"At Heineken we are passionate about social design - the way design brings people together," commented Mark van Iterson, Global Head of Design at Heineken. "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."
Designersblock will showcase emerging talent in a dynamic forest environment, with different collectives curating activity around a series of installations. "Heineken is a progressive brand that supports the work of young designers, as we do, so this collaboration is a natural fit," stated Rory Dodd, co-founder of Designersblock. "We've followed Heineken's design projects in recent years and are excited to be part of the next chapter at The Magazzini."
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 20x20 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.
The Magazzini: Heineken's New Space at Milan Design Week
| by Levent Ozler