The Brew You Ride
‘The Brew You Ride’ is the new main attraction of Heineken Experience. With almost 1 million visitors a year, Heineken was looking for ways to enlarge the capacity of the experience and to create a more fluent visitor flow and to reduce waiting times.
NorthernLight was responsible for the concept, spatial design, visual design and project management of the new attraction. This audiovisual journey leads visitors through a series of large-scale multimedia installations, divided over 5 rooms spanning 500 square meters. Soundscapes link all 5 spaces together and throughout the experience high-res surround projection and projection mapping is used.
‘The Brew You Ride’ was developed in close collaboration with the staff and management of Heineken Experience. NorthernLight also closely cooperated with Berlin agency TAMSCHICK MEDIA+SPACE (responsible for the production of the media environment), Heijmerink Wagemakers Vormgeversatelier (responsible for the technical development and the production and installation of the interior) and Beam Systems (responsible for the AV hardware).