Heineken Experience
Encyclopedia
The Heineken Experience, located in Amsterdam
, is an historic brewery and corporate visitor center
for the internationally distributed Dutch pilsner, Heineken beer
.
The industrial facility was built as the first Heineken brewery in 1867, serving as the company's primary brewing facility until 1988 when a more modern, larger facility was constructed on the outskirts of the city.
After a year of extensive remodeling and expansion, the Heineken Experience reopened to visitors on 3 November, 2008. The latest transformation of the visitor experience comprises four levels of historical artifacts, product exploration and sampling, and interactive exhibits which employ the latest high-tech multi-media technologies.
of the Burbank, CA based experience design firm, BRC Imagination Arts, commissioned to design the visitor center renovations: "We wanted to bring back the connection with beer-making, and the history of Heineken, to help people see it, touch it, taste it".
. The European Route of Industrial Heritage presents 845 sites in 29 European countries. Of these, 66 Anchor Points compose the ERIH main route. In whole, eleven Regional Routes host the industrial history of the European landscape in detail, and all sites relate to ten European Theme Routes which show the diversity of European industrial history and their common roots.
Amsterdam
Amsterdam is the largest city and the capital of the Netherlands. The current position of Amsterdam as capital city of the Kingdom of the Netherlands is governed by the constitution of August 24, 1815 and its successors. Amsterdam has a population of 783,364 within city limits, an urban population...
, is an historic brewery and corporate visitor center
Visitor center
A visitor center or centre , visitor information center, tourist information center, is a physical location that provides tourist information to the visitors who tour the place or area locally...
for the internationally distributed Dutch pilsner, Heineken beer
Heineken
Heineken is a Dutch beer which has been brewed by Heineken International since 1873. It is available in a 4.6% alcohol variety in countries such as Ireland. It is the flagship product of the Heineken company and is made of purified water, malted barley, hops, and yeast. In 1886 H...
.
The industrial facility was built as the first Heineken brewery in 1867, serving as the company's primary brewing facility until 1988 when a more modern, larger facility was constructed on the outskirts of the city.
Heineken Treat and Information Centre
In 1991, the brewery opened to the public as a brewery tour and visitor center, known as the "Heineken Treat and Information Centre" . The attraction grew to become one of Amsterdam's most popular tourist attractions and by 2001 the visitor center changed its name to "Heineken Experience".After a year of extensive remodeling and expansion, the Heineken Experience reopened to visitors on 3 November, 2008. The latest transformation of the visitor experience comprises four levels of historical artifacts, product exploration and sampling, and interactive exhibits which employ the latest high-tech multi-media technologies.
Redesign
In renovating this visitor experience, the brewery tour was designed to educate the public on the process of pilsner brewing as well as to bringing the Heineken product and brand to life. As described by branding expert Bob RogersBob Rogers
Bob Rogers is founder and Chairman of BRC Imagination Arts, an experience design firm. Rogers oversees the creative elements of all BRC projects, serving clients like NASA, Disney, Universal Studios, Ford, General Motors, China Mobile, China Telecom, and the Abraham Lincoln Presidential Library...
of the Burbank, CA based experience design firm, BRC Imagination Arts, commissioned to design the visitor center renovations: "We wanted to bring back the connection with beer-making, and the history of Heineken, to help people see it, touch it, taste it".
European Route of Industrial Heritage Site
While the original brewing facility which houses The Heineken Experience is an historic landmark for the Heineken company, it serves also as an Anchor Point on the European Route of Industrial HeritageEuropean Route of Industrial Heritage
The European Route of Industrial Heritage is a network of the most important industrial heritage sites in Europe. The aim of the project is to create interest for the common European Heritage of the Industrialisation and its remains...
. The European Route of Industrial Heritage presents 845 sites in 29 European countries. Of these, 66 Anchor Points compose the ERIH main route. In whole, eleven Regional Routes host the industrial history of the European landscape in detail, and all sites relate to ten European Theme Routes which show the diversity of European industrial history and their common roots.