The Sub – Store
Heineken

For Heineken BTL created the first temporary store of The Sub, the Heineken machine for home brewing beer designed together with Krups (household appliances) and Marc Newson (design). At the store in Piazza San Babila, customers could customize the innovative design machine, with original and unique patterns created at the time by the designers of the Garage Italia Customs team, available to interpret their style and create their special version of The Sub, with the “tailor made” craftsmanship which has made Lapo Elkann’s creative hub a design reference point.