Experiences
Pilsner Urquell
A multisensory beer experience in the heart of Prague.
The experience
A multisensory brand experience in Prague where visitors travel through Pilsner Urquell’s history, meet the first brewmaster, explore the brewing process and continue to a 360° game hall and Beer Hall tasting.
Stats
Client: Pilsner Urquell
Design: BRC
Location: Prague, Czech Republic
Year: 2023
Size: ca. 3,500m².
Our job
Hypsos delivered the technical design, installation and build, turning BRC’s concept into a working spatial experience inside a protected art nouveau building. One of the challenges? Integrating tech into a protected monument.
Awards
World Travel Awards: World’s leading beer tour visitor experience 2025 and Europe’s leading beer tour visitor experience 2025.
Where pilsner comes to life
Set in a heritage-protected art nouveau building from 1902 in Prague, The Pilsner Urquell Beer Experience turns the story of the world’s first golden pilsner into a multisensory visitor journey. The ambition was to bring brewing heritage, Czech beer culture and brand storytelling together across three floors. Visitors move through immersive audioguides, video mapping, light shows, projection, brewing scenes, a 360° game hall and an upstairs Beer Hall tasting.
The central beer sculpture, six metres wide and eight metres high, uses more than 850 LED bulbs as a visual highlight. Hypsos was responsible for technical design, installation and build. Realising the experience inside a protected historic setting meant working carefully around existing architectural features while meeting fire-safety requirements. The result is a brand environment where historic detail and contemporary technology support one clear story: the origin and craft of Pilsner Urquell.
Beer is a huge part of the city’s culture so we wanted to tell the story of not only Pilsner Urquell, a Czech icon, but also the larger story of beer coming to Europe and the Czech Republic...
Christian Lachel, BRC Chief Creative Officer
Project credits
Design: BRC.
Project partners
AV: KraftWerk.
Lighting: OneEightyOne.
What stage is your project in?
Looking for ideas? We'll help shape your ambitions into a clear direction and inspiring concept.
Ready to develop your project? We'll turn your ideas into a buildable concept and design.
Already have a design? We'll take it from technical development and production to on-site delivery.
Organizations
that trust Hypsos
Brands, agencies and cultural organisations involve Hypsos when creative ambition needs dependable realisation. We work as one responsible project partner or as part of an existing team, bringing clarity and continuity from design development to final delivery.
