Last year, Heineken launched their 'Open Design Explorations Project' which invited designers from around the world to submit portfolios for an opportunity to co-design a new concept nightclub. Nineteen designers were chosen and they set to work creating a full scale, fully functioning nightclub. Last week this project was fully realised with the club's grand opening at Milan Design Fair.

The designers were asked to tackle six key areas to improve the traditional nightclub experience. Waiting at the bar, normally a constant nightmare, was improved with an interactive surface which indicates who's next in line and entertains party-goers while they wait. Interactive games around the club were designed to help people meet and interact, while a huge 3D origami star which hangs above the dancefloor encorporates cutting-edge video mapping technology to connect the crowd and the DJ.

The design elements are very much based on trying to improve the party-experience and achieve stylish solutions to traditional problems. It's a great example of how brands can engage with their clients by creating a fully immersive experience. Check out the photos below.