Image: Heineken USA
Although it has been out for a few months, Heineken's STR Bottle is garnering some buzz at the Salone Internazionale del Mobile in Milan because of a design promotion which will culminate with the launch of a unveiling of a "pop up club" at that event in 2012.

As an aluminium bottle which feels like a can, it looks impressive enough, however when viewed under a black light such as in a nightclub, the bottle takes on an entirely new look: it changes to reveal the previously hidden graphics pictured above.  A simple but highly effective idea.