BRC brews up Heineken centre

One of Amsterdam’s major attractions, The Heineken Experience, is to undergo a multi-million-euro revamp, with museum design group BRC Imagination Arts.

The 140-year-old former Heineken Brewery, which is listed under the European Route of Industrial Heritage, is set to expand with the additions of a mini-brewery, multimedia experiences and a tasting bar.

Hans Maris, manager of The Heineken Experience, explains that in the past three years the number of visitors has increased to more than 350 000.

‘We’re going to create an enlarged and highly interactive experience for our visitors to keep up with [the venue’s] growing popularity and to communicate the brand values in a more contemporary way,’ he says.

BRC is planning to bring history, branding and corporate vision ‘to a new level’, using ‘story and design innovation’ in a way that will create a ‘totally immersive visitor experience’.

BRC Imagination Arts has previously worked with clients including Disney, Nasa, Universal Studios and the Empire State Building.

The Heineken Experience is due to reopen in June 2008.