The CheersBox

IED Milan Project | Art Direction Lab

Academic year

2022/2023

In a post-pandemic world, where social relationships are very superficial, even the world of pubs and beer has lost its role as a social catalyst.

Heineken presents The CheersBox: a brand-new version of the iconic jukeboxes that will reconnect people in pubs. 

The CheersBox will be designed to work without coins, but with just Heineken caps, and it will be connected to Spotify, allowing people to select their favorite songs and finally return to socializing with others.

The CheersBox will be available in all major pubs around the world, giving people from New York to Tokyo the opportunity to listen and share songs that will be played in all the pubs involved.

Project by Antico Luisa, Brefaro Deborah, Dal Porto Emma, Damiani Francesca e Vandini Andrea.