Heineken recently unveiled its latest initiative to explore innovative design concepts with the launch of the Heineken Pop-up City Lounge, which will debut at the 2014 London Design Festival from September 18-21 at the Old Truman Brewery, before traveling on a worldwide tour.

Created by collaborating with 20 talented interior, product, fashion, graphic, and motion designers, from Warsaw, New York, Mexico City and Singapore, the lounge introduces a host of new drinking rituals through two 40-foot shipping containers, re-purposed with a creative and considered design into multiple lounge spaces. It features a series of differently-sized ‘conversation cocoons,’ a design initiated by Victor Hugo Jimenez, so that visitors can enjoy privacy, attentive table service, beer, and food.

The exhibit is Heineken’s latest iteration of the brand’s ‘social design explorations,’ which seek to facilitate a great lounging experience.