BREW YOU RIDE - HEINEKEN EXPERIENCE

AMSTERDAM (NL) | 2018

In the founding area of ​​Heineken in Amsterdam, in the original brewery, a mix of museum and interaction event was created after extensive re-design. The HEINEKEN EXPERIENCE, one of the city's biggest tourist attractions, brings brand and product to an ever-growing number of visitors. In January 2018, TAMSCHICK MEDIA + SPACE have gotten the chance to add a new dimension to the telling of the Heineken story. The newest attraction, the entertainment course BREW YOU RIDE, was developed on an area of ​​500 m² together with Design Lead Agentur Northernlight and Heijmerink Wagemakers Vormgeversatelier. The objective of the installation was to make the exciting production process of this traditional beer accessible to visitors in an emotional way.

In a sequence of five multimedia rooms, the visitor literally becomes part of the fascinating brewing process. By projecting highly realistic virtual events on the walls and ceilings of the spaces, the visitor becomes an observer from the innermost perspective. In the "Kettle Room", for example, the blending of the beer components with brewing water is experienced in a sensory way, and a journey on the bottle conveyor becomes a rapid 360-degree panoramic roller-coaster ride through the filling and labeling system.

After the thrilling dynamics of the staging, the projection screen opens up and the visitors are led into adjacent "Couch Rooms". Sitting on two oversized sofas which, like the walls and the floor, are wrapped in immersing projections, visitors go on the penultimate stage of the virtual journey: the flight through a green Heineken world.

Be it finale or highlight of the brand experience tour, at the end of the eventful Brew Ride, in the "Tasting Area", there’s a freshly tapped HEINEKEN waiting for every visitor - after the big virtual enjoyment then a small but all the more very real treat.

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In the founding area of ​​Heineken in Amsterdam, in the original brewery, a mix of museum and interaction event was created after extensive re-design. The HEINEKEN EXPERIENCE, one of the city's biggest tourist attractions, brings brand and product to an ever-growing number of visitors. In January 2018, TAMSCHICK MEDIA + SPACE have gotten the chance to add a new dimension to the telling of the Heineken story. The newest attraction, the entertainment course BREW YOU RIDE, was developed on an area of ​​500 m² together with Design Lead Agentur Northernlight and Heijmerink Wagemakers Vormgeversatelier. The objective of the installation was to make the exciting production process of this traditional beer accessible to visitors in an emotional way.

In a sequence of five multimedia rooms, the visitor literally becomes part of the fascinating brewing process. By projecting highly realistic virtual events on the walls and ceilings of the spaces, the visitor becomes an observer from the innermost perspective. In the "Kettle Room", for example, the blending of the beer components with brewing water is experienced in a sensory way, and a journey on the bottle conveyor becomes a rapid 360-degree panoramic roller-coaster ride through the filling and labeling system.

After the thrilling dynamics of the staging, the projection screen opens up and the visitors are led into adjacent "Couch Rooms". Sitting on two oversized sofas which, like the walls and the floor, are wrapped in immersing projections, visitors go on the penultimate stage of the virtual journey: the flight through a green Heineken world.

Be it finale or highlight of the brand experience tour, at the end of the eventful Brew Ride, in the "Tasting Area", there’s a freshly tapped HEINEKEN waiting for every visitor - after the big virtual enjoyment then a small but all the more very real treat.

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Credits

Client

Heineken International B.V.

 

Task TMS

Creative direction, Concept design, Content development, 3D Production, Implementation, Projectmanagement

 

Creative direction

Marc Tamschick

 

Creative Producer

Jan Imberi

 

Project management

Ian Otto

 

Art Direction

Natalie van Sasse van Ysselt, Ralph Baehren

 

Concept

Camila Bernal Samper

 

Motion Design

Markus Gonser (3D), Derya Öztürk (3D), Steffen Knøsgaard (3D), Morten Fossøy (3D), Remo Gambacciani (3D), Ian Hutchinson (Comp), Christen Bach (Comp), Susi Sie (Dreh)

 

Music and Sound design

Kling Klang Klong, Berlin

 

Shooting

Wirtzfilm Amsterdam

 

Design Lead

Northern Light Amsterdam

Technical details

ROOM 1 (THE KETTLE)
Ceiling Rear projection with
4 x projectors WUXGA

8+1 channel mono surround sound

 

ROOM 2 (BOTTLE LINE)
360 degree front projection with
10 x projectors WUXGA

12 + 2 channel mono surround sound
4 x 2 structure-borne sound transducer in floor

LED light Grid
ceiling
6 x vertical 24 x horizontal
floor
4 x 4 horizontal

 

ROOM 3 (THE COUCH ROOM 1-4)
4 x (270 degree wall and floor frontprojection with
3 x projectors WUXGA)

4 x (4 + 1 channel mono surround sound)

Showcontrol
Mediaserver