The renewal of the Heineken Experience in Amsterdam was festively celebrated recently, after a renovation of one and a half years. The aim of the renovation was to make the original elements of the monumental building more visible, in order to be able to share the rich history of the brewery even better. The location has a MICE-function as well.
In addition, another important focus was the creation of a spacious entrance hall that welcomes all guests inside the building. This prevents long queues outside from now on and improves safety on the road in front of the entrance.
Bringing people together and connecting
“Sharing Heineken’s history is crucial in everything we do,” says Lieke Westendorp, director of the Heineken Experience. “We are located in the original Heineken brewery from 1867, a monumental building that has many stories to tell. We want to share these stories while bringing people together under our roof. Everyone is welcome in the renewed Heineken Experience and our goal is to connect people here.”
Renewed with an eye for history
The renovation has led to four completely renovated spaces; the spacious entrance hall, the Heineken® Flagship Store with associated space dedicated to personalized products, the Rooftop Bar and the roof terrace. “Revealing several original features of the building was a key focus of the renovation,” said Celine Vleer, Development and Innovation Manager of the Heineken Experience.
Safety and durability
In recent years, the popularity of the Heineken Experience has increased enormously, resulting in long queues at the entrance on the Stadhouderskade in Amsterdam. The new, spacious entrance hall solves this problem because all guests are now immediately welcomed inside. In addition, the entire renovation was carried out with sustainability as a focus. For example, sustainable materials and LED lighting have been used and a climate-friendly green roof has been chosen, which contributes to clean air and is useful for biodiversity.
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