In 2006, Heineken International hired BRC Imagination Arts to reinvent the visitor experience at the former Heineken Brewery in Amsterdam. The key goals: to accommodate growing numbers of visitors and to communicate the Heineken brand in a new and innovative way that would capture the attention and emotions of entertainment-savvy 21st-century audiences.

In 2008, BRC opened the new Heineken Experience, and welcomed visitors from across the globe into the historic factory for a highly interactive celebration of the world’s most international beer. With the addition of a whole new floor to the visitor experience, BRC’s reinvention has completely immersed visitors in the world of Heineken with an exciting ride that takes guests through the unique Heineken brewing and bottling process, new media elements, interactive exhibits and interpretive graphics, as well as an expanded experiential retail area.

Project Credits and Acknowledgements