When “Heineken The City” on Amsterdam’s historic Rembrandt Square opened its doors in 2008, the notion of brand experience was redefined. Primarily known as a brewer of premium beer, Heineken burst into the marketplace with an expansive new concept that encompassed a lifestyle complete with fashion and branded retail, music, travel and of course, beer.
Designed by the Tjep agency, the 550 m2 interior of the experience screams modern in contrast to the staid but classic brick exterior. Hypsos stepped up to the challenge and provided overall project management, did the complete interior fit out, managed multimedia production and hardware, featuring talking mirrors and 3D TV monitors, and created interactive displays, including an “Ice Wall”.
The experience includes a 3-storey beer refrigerator, themed fashion merchandise and a ticket and travel section.