Following an extensive redesign, an interactive museum has been created on the founding site of the Heineken brewery in Amsterdam. The HEINEKEN EXPERIENCE allows an annually growing number of visitors to experience the brand and product up close. We were given the chance to add a new dimension to the exhibition. Together with the agencies Northernlight and Heijmerink Wagemakers Vormgeversatelier we developed the entertainment trail BREW YOU RIDE on 500m2. The aim was to make the production process of the traditional beer emotionally and directly tangible.