Heineken ‘Brew You Ride’ nominated for Cannes Awards

The Brew You Ride in the Heineken Experience Amsterdam has been nominated for the Cannes Corporate Media & TV Awards in the category ‘Live Projects and Experiences, Video Art & Video Mapping’. The immersive multimedia experience is a spatial embodiment of the amazing journey of each Heineken beer, from brewing and bottling, to distribution and enjoyment all over the world. No voiceovers, no wordy descriptions: The Brew You Ride challenges the traditional museum format by taking visitors on an emotional journey through spatial storytelling. Since the opening in January 2018 the experience has attracted over 2 million visitors. The multisensory experience utilizes cutting-edge technology to combine immersive soundscapes, large-scale multimedia installations and motion platforms.

The journey has takes visitors along five spaces. Each of Brew You Ride’s spaces puts visitors at the heart of one specific step in Heineken’s intricate brewing process. Surrounded by infographics in the Waiting Room, guests understand the scale of Heineken’s market demand. The Kettle Room’s ceiling projections transport them to the bottom of a boiler before they arrive in the Bottle Room, a space wrapped in one of the highest-resolution movies ever made. Hyper-realistic imagery – together with surround sound and the shaking floor below – sends guests straight to Heineken’s factory floor. In the Couch Room, projection mapping reaches new heights. Two groups of four take a seat on facing sofas, becoming both canvases for projection mapping and witnessing the same transformation of their companions’ opposite. From a beach to a bar to a football stadium: the projected locations highlight the universality and shared experience of Heineken. After an engaging audio and visual spectacle, Brew You Ride culminates with a freshly poured Heineken while the staff inform visitors how to enjoy a Heineken and say ‘proost’. A moment that completes the sensorial experience through the addition of smell, touch and – most importantly – taste.

The ‘Brew You Ride’ was developed in close relationship with the staff and management of the Heineken Experience. NorthernLight also closely cooperated with Wirtz Film, Berlin agency TAMSCHICK MEDIA+SPACE (media production), Heijmerink Wagemakers (technical development and production and) and Beam Systems (AV hardware).