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.