HEINEKEN EXPERIENCE
Reigniting a global destination
A complete multimedia redesign of one of Amsterdam’s most visited attractions.
Integrated CG and live-action content span the 5-room journey, combining spatial storytelling with visitor flow optimization.
PROJECT
The Heineken Experience draws over a million visitors each year—and needed a fresh approach to match its cultural significance.
Commissioned to modernize the tour and streamline crowd flow, we reimagined the visitor journey through five interconnected multimedia spaces.
Using a blend of CG animation and cinematic footage, the experience shifts perspectives from the molecular to the monumental, immersing guests in every step of the brewing process.
With increased capacity and elevated storytelling, the result is a seamless ride through one of the world’s most iconic brands—where technology brings tradition to life.
The Heineken Experience draws over a million visitors each year—and needed a fresh approach to match its cultural significance.
Commissioned to modernize the tour and streamline crowd flow, we reimagined the visitor journey through five interconnected multimedia spaces.
Using a blend of CG animation and cinematic footage, the experience shifts perspectives from the molecular to the monumental, immersing guests in every step of the brewing process.
With increased capacity and elevated storytelling, the result is a seamless ride through one of the world’s most iconic brands—where technology brings tradition to life.
CLIENT
Heineken International B.V.
LEAD CREATIVE STUDIOS
Tamschick Media + Space GmbH
Northern Lights Amsterdam
CREATIVE DIRECTION
Marc Tamschick
ART DIRECTION/CONCEPT
Nathalie van Sasse van Ysselt
PRODUCERS
Jan Imberi, Ian Otto
Heineken International B.V.
LEAD CREATIVE STUDIOS
Tamschick Media + Space GmbH
Northern Lights Amsterdam
CREATIVE DIRECTION
Marc Tamschick
ART DIRECTION/CONCEPT
Nathalie van Sasse van Ysselt
PRODUCERS
Jan Imberi, Ian Otto
Copyright © Atelier NVSVY 2025