‘Before and after you’re bombarded with facts,’ says NorthernLight cofounder Peter Slavenburg. ‘With Brew You Ride, you simply feel the process. When working on corporate experiences, we always go back to a brand’s identity and purpose. Heineken can only be enjoyed the world over because it has such a fluent, high-tech process to get it there. We wanted to immerse guests in that process, from brewing to bottling to the moment it eventually ends up in your hand, wherever you are in the world.’
The multisensory experience utilizes cutting-edge technology to combine immersive soundscapes, large-scale multimedia installations and motion platforms. We enlarged the capacity of the experience – which hosts over a million people annually – by dividing the journey into five separate spaces. This strategy also streamlines visitor flow and transforms potentially tedious waiting time into part of the engaging encounter.