Heineken invites designers to ‘remix our future’

Heineken invites designers to ‘remix our future’

Heineken® is ‘140 years young’ and celebrating the landmark anniversary in style by putting its evolution since 1873 online for designers everywhere to ‘remix’ a bottle of the future.

For the first time, entrants have the freedom to play with and remix treasured images from the brand’s 140 year past, to create an iconic Heineken bottle of the future.

At the interactive design hub, yourfuturebottle.com, hundreds of historic visuals are just a click away. The assets include a wide variety of Heineken treasures, such as first bottle labels and iconic early 20th century ads. Designers get the chance to make their mark on a highly recognised global brand, in the second year of Heineken’s successful Future Bottle Design Challenge.

Design is at the heart of Heineken’s history and the brand is proud of its creative roots. Mark van Iterson, Heineken’s Global Head of Design said: “While we’re constantly looking ahead, we never forget our DNA – seeking inventive ways to draw on our evolution to create something new for the future. This ethos has helped to make Heineken so iconic over the course of its 140 years and we think REMIX is a great theme to involve designers all over the world, giving them the freedom to delve into our past and create their own take on our future.”

The top 30 crowd-sourced designs will be exhibited at Milan’s prestigious Design Week in April 2013, providing a unique platform for entrants to showcase their talent to people from around the world with a true passion for design.

The winner of the challenge will have the unique experience of seeing their design become reality as Heineken’s special 2013/2014 Limited Edition bottle that will be enjoyed by people around the world. The winning design will be remixed by digital design pioneer, Joshua Davis, to create a special gift-pack that will house the winning design bottle.

Joshua will join Mark, along with Cool Hunting editor Evan Orensten and PechaKucha’s Mark Dytham, to judge the designs. Joshua says: “Remixing interests me so much because nothing ever really finishes – there’s always some sort of mutation or hybrid in design. Remix for me means taking things that are established and changing them in a way so that they become something new and unexpected.”

He continues: “It’s rare to get the freedom to play with the design DNA of a huge global brand and I’m excited to see where people take it.”

Open to designers anywhere in the world, hopefuls have until 1st March 2013 to enter their Remixed Heineken bottle of the Future.

Holly Aston