The new Heineken Experience, designed by BRC Imagination Arts, one of the world’s leading creators of entertainment and brand experiences, today celebrated its official Grand Opening. The newly reinvented attraction has been closed while it underwent an extensive renovation and expansion led by BRC.
To create the new Heineken Experience, BRC used state of the art technologies to place visitors at the center of the rich history and family story that has made Heineken a world-class company. The journey through the New Heineken Experience pulls back the curtain and immerses visitors in every aspect of Heineken’s brewing process. At various points in the experience, guests can see, smell, touch, and taste everything—quality ingredients in the raw, the incomplete brew in progress, and the final pleasure of a finished Heineken. Guests also experience brewing from the inside via a whimsical but factual special effects ride through the brewing process.
Renowned for its award-winning approach to experience design, BRC (brcweb.com) turns corporate stories into experiences that bring brands to life in a way that traditional advertising simply cannot. By combining innovative story telling with the state-of-the-art technology and special effects techniques of themed entertainment, Hollywood, and Broadway, BRC-designed attractions immerse visitors in every aspect of a brand, forging a personal connection that delivers more impact than a traditional thirty second spot.
“Corporations with valuable brands recognize the importance of connecting fans to the values and ideals associated with their company and products. BRC’s approach to Experiential Marketing and guest experience design turns branded attractions into one-of-a-kind destinations that resonate with guests for years. In a time when consumers are bombarded with thousands of media messages each day, the ability to create an attraction that cuts through fragmented impressions, and truly immerses a guest in a brand, is invaluable,” said Bart Dohmen, Managing Director, BRC Imagination Arts, BV.
BRC has designed and produced branded attractions, visitor centers, tours, and world expo pavilions for a wide range of corporate, not-for-profit, city, regional development and government clients including Disney, Ford, GM, NASA, U.S. Pavilion Expos 2005 and 2010, and Volkswagen.
More information on the Heineken Experience, as well as the ability to book tickets online, can be found at www.heinekenexperience.com.
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