INTERIOR CONCEPTS

Creating & realizing conepts for interior projects

with a strong storytelling focus

Major renovation of the Heineken Experience, which aimed at improving the visitor flow, maintaining the monumental building and revealing original brewery features.

THE PROJECT TOUCHED VARIOUS AREAS

New entrance/exit hall
New Flagshipstore concept and design
Heineken Create zone - a makerspace for customization
Roofterrace
Moutzolder tasting bar
Seperate entrance for B2B events

MY ROLE

Project management; stakeholder management; communications; budget
Concept design for specific areas and elements
Hosting workshops for alignment; trend research
Creative copy and elements of surprise
Making sustainability part of the plan
Digital transformation - sharing trends & innovations in the field
Opening's event "Housewarming at the Home of Heineken (event management)

heineken experience

NEW INFRASTRUCTURE 21-22

The BRAND-NEW Heineken

Flagship store

Take me Home: Home of Heineken @Home

The Heineken Store is crucial to the Heineken Experience. Guests can extend their experience, by taking a "memory" back home. It creates brand ambassadors for life and drives revenue.

BRIEF
Create the ultimate Heineken Flagship Store with a strong concept, no bottlenecks, a premium presentation of all merchandise and a design that smoothly connects the historical brewery elements with the modern Heineken brand.

Challenges

Monumental building, tricky store layout, lack of space for all facilities (cashiers), many products in various sizes that need a premium presentation, especially t-shirts and openers.

CONCEPT

The store is divided into 3 zones: bar, brewery, brand. This way, all products can be grouped accordingly. A smooth transfer from the actual bar, the end of the tour, and the store is given.

The bar zone: is darker and more rough. Glasses and other bar gadgets are on offer. Smaller items are displayed in an interactive wall with CTAs like "grab your beer gear"
The brewery zone: the original copper kettle is the eye-catcher. Souvenirs that link to history, brewing and craftmanship are presented.
Brand zone: this zone is visible from the entrance hall and the final space. T-shirts and other key items are on offer. The highlights is the beer fridge for garments.

TIME (M)oUT at the

Moutzolder Bar & Rooftop magic

Sharing a brewtiful skyline of Amsterdam with guests has been on the bucket list forever. The major renovation made it possible! Since nobody should be thirsty at the Home of Heineken (also on the roof), a new bar was crucial - not only to offer a freshly tapped beer, but also to connect the groundfloor with the roof.

BRIEF
Create an experience that tells an untold chapter of Heineken history and brings people together in a one of a kind environment. As the Moutzolder (mout attic) is the getaway to the roof, it is crucial to link both areas for a cohesive experience.

CONCEPT

Guests can truley experience the former brewery functions, when starting their rooftop journey. The lift is placed inside a former silo. Facts are shared on the silo walls that are visible thanks to a glass window.

After arrival, the doors open inside the revamped Moutzolder bar, with an industrial and cosmopolitan vibe. Here, visitors can lean back and take their time (m)out, before stepping outside. Old brewery structures are visible, like parts of the former distribution machine in the ceiling. Jute covers the walls as a reference to many barley bags that used to be stored here. WoBos (World Bottles), an invention of Freddy Heineken, shape the bar.

RESULT

The rooftop experience is a seperate product. It has been a huge success! The Heineken brand is using the Moutzolder space as a playground for new drinks, making the experience even more special. Exclusive events take place on the roof in summer.

Under construction

Brewery bios - Rooftop cinema

Rooftop with historical scale as parf of the experience

MEET ME AT HEnry's

The hidden tasting experience

The Heineken Experience VIP Tour is very popular, especially in times when consumers want to connect with brands and value experiences over products. The renovation of an entire floor of the monumental brewery allowed to welcome a very special guest: Henry!

BRIEF
Create a 2nd tasting bar as part of the renovation project. It should be different to Freddy's, but still offer the same tasting experience and have the "hidden" element. Storytelling and authenticity are key to share Heineken's rich history.

CONCEPT

Henry’s is a hidden bar and a homage to Henry Pierre Heineken, the scientist of the Heineken family. It’s located inside the Heineken Experience and part of the Heritage Floor, where the Heineken Collection has its archives (thanks to the renovation). The visit is an experience in its own, from the beginning to the end:

Enter Henry’s via an exhibited poster and experience Henry’s legacy through the design of the bar and his drive for discovery
Real artefacts from his time are used for the décor, like his microscope and a black and white visual of the lab crew
Take a seat at the golden messing bar that is rounded to allow interaction with the guide, a true beer professor
Five costume made draft columns are designed to serve different beers form the Heineken portfolio, which are paired with matching bites. Each beer has an accompanying scent that can be explored with the Erlenmeyer flasks on the wall
At Henry’s, interaction is as important as surprises. The panel walls can be turned and will transform into blackboards, to enhance the tasting story. All walls are covered with ribbed buxkin, which gives a luxury finish and provides better acoustics

RESULT

Happy guests and a frame award! Cheers to that!

NEW EXHIBITION SPACES AT

THE HEINEKEN EXPERIENCE

BRIEF

Fill two outdated tour spaces at the Heineken Experience with new life and fresh content. The focus should be on product innovation and commercials, two topics that weren't part of the experience before.

ABOUT THE PROJECT

Full responsibility for the entire project, covering:

Research phase, concept development
Project management & planning; stakeholder management
Execution & budget monitoring
Opening within time and budget

The two areas are located in the brewery's former beer tanks. This created limitations for the construction. A concept had to be created that could turn the disadvantages of having rather small and cramped areas into an added value.

Space 1: Heineken Commercials

With the new space, visitors are taken on a journey from the 1st Heineken commercial ever broadcasted on TV to the most recent campaigns. Guests enter the area via a photogenic tunnel, where the jingle "Heerlijk, Helder, Heineken", floor text and lighting set the mood. At the end of the tunnel, the 1st commercial is shown. The tunnel creates a clear cut between previous and new spaces. Transparent curtains connect the first commercial area with the second, which features most recent commercials, while allowing enough separation to not disturb the experience. The look ads to the clean & industrial feel of the space in the original tanks. The content on 15 massive TV screens can be easily adapted.

Space 2: Heineken 0.0%

After diving into Heineken's world of commercials, visitors enter the 0.0% zone. Heineken 0.0% has been the brand's biggest product innovation. Reason enough to devote an area to it where guests can explore various 0.0% opportunities – because now you can turn every moment into a Heineken moment! Cheers to that!

RESULT

The new areas were opened within time and budget in 2019
The spaces became the most photographed areas of the entire tour, with many instagram features by our guests

SECRET STACH

What if you discover a hole in the floor of the new Store?
Fill it with wittiness and surprise!

CONCEPT

Rather than covering it up the opportunity was taken to add surprise!

A Secret Stach is what everyone hopes to have at home, from moments with

candy cravings to times when the last Heineken seems to have disappeared from the fridge - until you realize - thank god for my secret stach with extra supply!

To play with this idea of stashing extra Heineken supply for times in need, the

hole got filled with Heineken bottles. A glass was put on top to allow people to safely walk over it. The glass sticker saying "psst... secret stach" shares this little secret with those who walk by and happen to look inside the tiny beer depot.

RESULT

Cost efficient, fun and surprising - surely inspiring to create your stach at home.

Mood measurement meets recycling

BRIEF

Heineken Experience guests receive a silicon wristband when they enter the tour.

Some like to keep it at a souvenir, others don't, which then appear on the streets of Amsterdam. What to do?

CONCEPT

Give the wristbands a new purpose and 2nd life by turning them into a measurement tool just before the exit.

How did the Heineken Experience make you feel is the question asked. Different emojis are available. This way, direct feedback is being collected in a playful way. The old wristbands are cleaned and reused after.