Revamped Heineken Experience reopens

Lifestyle / Spatial design

Tourists in Amsterdam can now rejoice that the Heineken Experience is back in business after an extensive makeover.

By Jeanne Tan / 15-01-2009

The new Heineken Experience is an immaculate execution of what marketers call Brand Immersion Experience.

After one year of extensive redesign and renovation, The Heineken Experience finally reopened in Amsterdam. BRC Imagination Arts were the creatives behind the remodelling.

One of the city's most popular tourist attractions, The Heineken Experience is located in the former original brewery on Stadhouderskade which was built in 1886. The experience takes visitors through the history, production and branding of the Dutch beer brewing giant. The new interiors retain the heritage building and favourites of the existing experience while adding new multi-media features. Highlights include the new bars particularly the slick design and star-shaped bars of the tasting room, gallery with vintage advertising posters, an installation of suspended Heineken bottles and the history exhibition located inside the original concrete silos.