HEINEKEN TAPS BRC IMAGINATION ARTS
TO REDESIGN THE HEINEKEN EXPERIENCE IN AMSTERDAM
release date: October 31, 2007
“Showmanship Meets Scholarship” Approach to Experience Design
Will Immerse Visitors in the World’s Most Fascinating Brewery
BURBANK, CA – BRC Imagination Arts, one of the world’s leading creators of educational, entertainment, and brand experiences, today announced it is working with Heineken to completely redesign the Heineken Experience, one of the most popular tourist attractions in Amsterdam. To accommodate the extensive renovation and expansion, the Heineken Experience is now temporarily closed and is scheduled to reopen in summer 2008.
“As one of the most valuable, recognizable, and respected international brands, Heineken has stood for quality, integrity, and passion for more than 140 years,” said Bart Dohmen, Managing Director, BRC Imagination Arts, BV. “We’re thrilled to be working with such a forward-thinking company to deliver a re-invented experience that will engage and immerse visitors in the world of Heineken for years to come.”
Building upon the already popular attraction, the new tour will provide a totally immersive guest experience that uses story and design innovation to emotionally engage visitors in Heineken’s culture, history, and brand. By bringing history, branding, and corporate vision to a new level, BRC helps capture the attention and hearts of today’s sophisticated audiences.
“Heineken recognizes the importance and enjoyment of connecting our visitors to the values and ideals associated with our company and its heritage,” said Hans Maris, Manager, Heineken Experience. “BRC’s extensive expertise in museum and brand experience design directly aligns with our goal to bring to life not only Heineken’s fascinating history and entrepreneurial spirit, but also the company it is today.”
Heineken, which traces its roots to 1864, is one of the world’s leading international brewers, available in almost every country on the planet. The Heineken Experience is located at one of the most impressive industrial heritage sites of The Netherlands: the original, 140-year-old Heineken brewery in Amsterdam. For years it has offered a unique combination of nostalgia and innovative presentations, and housed the Heineken historical collection. In 2006, the Heineken Experience welcomed a record-breaking number of visitors, with more than 350,000 people making a trip to the experience in the former brewery on the Stadhouderskade. Once reopened, the expanded Heineken Experience will be able to accommodate the growing number of visitors.
Visitors to the new Heineken Experience will enter the old Heineken brewery for a journey back over a century to the birth of one of the world’s greatest brands, told through the extraordinary stories of three generations of the Heineken family. At various points in the experience, guests will see, smell, touch, and taste everything—quality ingredients in the raw, the incomplete brew in progress, and the final pleasure of a finished Heineken—via new attractions including a brewing demonstration, a Tasting Bar, and a “Bottle Your Own Heineken” section. The new Stable Walk will enable guests to access the stables to view Heineken’s iconic Shire horses, and a special finale at the Heineken World Bar will leave a lasting impression.
With a world-class team of designers, project managers, and production staff, BRC is one of the most respected and creative experience design companies in the world, reinventing the way its clients educate, entertain, and inspire visitors of all ages. Renowned for its “Showmanship Meets Scholarship”™ approach to design, BRC combines innovative story telling with the state-of-the-art technology and special effects techniques of themed entertainment, Hollywood, and Broadway.
ABOUT BRC IMAGINATION ARTS
Founded in 1981, BRC Imagination Arts is the leader in the design, creation, and production of innovative and immersive educational, entertainment, and brand experiences. BRC projects have consistently exceeded the expectations of clients and visitors, and have a proven track record of economic sustainability and the industry’s best record for on time, on budget performance. BRC clients include Abraham Lincoln Presidential Museum, Adler Planetarium, Disney, Ford Motor Company, General Motors, NASA, Universal Studios, and The Empire State Building. With offices in California, The Netherlands, and the United Kingdom, BRC has been honored with over 250 international awards for creative excellence including two Academy Award nominations, and 12 THEA Awards for Outstanding Achievement in themed entertainment. The company is currently engaged in major projects in the United States, Europe, and the Middle East.
Media contact:
Media contact:
Lisa Colli, KMC Partners Public Relations
781-721-0819
lcolli@kmcpartners.com
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