Heineken Ignite creates an interactive club experience


Heineken has unveiled its latest design innovation at Milan Design Week.

Heineken Ignite uses LED lights and wireless sensors to create an interactive experience and light up bottles in a club.

The bottles react when clinked together, “spark” when drunk and pulses in time to the music. Heineken used Milan Design Week as a chance to showcase its design-orientated thinking last year too with the Heineken Concept Club.  We highlighted it as a great example of immersive event marketing in our post on 6 ways to engage consumers through brand experience.


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With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.