Brew You Ride unfolds across five consecutively staged rooms, each tied to a key step of production.

A mix of large-scale projections on walls and ceilings, spatial sound, and timed effects shifts the visitor perspective from observer to “inside the system”.

In the kettle room, ingredients and brewing water swirl around visitors as projected flows, giving a sensory impression of mixing and heating.

The bottling line becomes a rollercoaster-like 360° ride along conveyors, labels, and crates.

Couch rooms with oversized sofas, covered in floor-to-ceiling projections, send guests on a final flight through Heineken’s “green world” before they arrive at the tasting.

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Guests move through an arc of rising intensity: immersion in brewing, acceleration on the “conveyor ride”, decompression in the couch rooms, and a grounded finale in the tasting arena.

Visitors experience how the beer is made; they feel it as shifts in speed, scale, and perspective, then close the loop with a freshly poured Heineken. The brand story culminates as both shared memory and actual flavor.

Heineken wanted more than diagrams and heritage displays. The task was to convey the energy and precision of brewing as something physical, emotional, and memorable.

The new sequence had to work for a constant flow of international visitors, fit into the existing Heineken Experience parcours, and compress a complex production chain into a clear, accessible story that ends in a real tasting.

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