From 9 to 14 April, at the “Fabbrica di Ghiaccio e Birra” in the Lambrate Design District, Heineken® celebrates the design and the bond that it has always had with it.

For this Milan Design Week, in fact, there will be two projects that the pioneer among breweries, has thought to strengthen its ties with this world demonstrating, once again, its interest in innovation.

The heart of the event is the Heineken novelty that will revolutionize the concept of limited edition, a collection of 60,000,000 unique and numbered design labels in an “unlimited” version, generated thanks to artificial intelligence.
60,000,000 labels, each one different from the other, created thanks to the union of the UEFA Champions League anthem and an algorithm able to give an always new look to each label, a tribute to the American optical art based on optical illusions.

Furthermore, at its new exhibition space that opens on this occasion, in addition to a retrospective on the red star, the distinctive symbol of the brand, there will also be a path to tell the story of another giant, the historic design brand Alessi whose iconic “Girotondo” created by the duo king-kong turns 30 years.

Here you will find the editorial produced by Collater.al Studio, with the shots of Apparent Studio, which tells you all the incredible details of the new bottle, while to discover everything that will happen you just have to come to the “Fabbrica di Ghiaccio e Birra” in the Lambrate Design District from 9 to 14 April.