The Heineken Experience has received a new iconic attraction with the innovative Brew You Ride. This immersive multimedia experience is a spatial embodiment of the amazing journey of each Heineken beer, from brewing and bottling, to distribution and enjoyment all over the world. No voiceovers, no wordy descriptions: Brew You Ride takes visitors on an emotional journey through spatial storytelling.

Each of Brew You Ride’s five zones puts visitors at the heart of one step in Heineken’s intricate brewing process. Surrounded by infographics in the Waiting Room, guests understand the scale of Heineken’s demand. The Kettle Room’s ceiling projections transport them to the bottom of a boiler before they arrive in the Bottle Room, a space wrapped in one of the highest-resolution movies ever made. Hyper-realistic imagery – together with surround sound and the shaking floor below – sends guests straight to Heineken’s factory floor. In the Couch Room, projection mapping reaches new heights. Two groups of four take a seat on facing sofas, becoming both canvases for projection mapping. From a beach to a bar to a football stadium: the projected locations highlight the universality and shared experience of Heineken. After an engaging spectacle, Brew You Ride culminates with a freshly poured Heineken while the staff inform visitors how to enjoy a Heineken and say 'proost'. A moment that completes the sensorial experience through the addition of smell, touch and most importantly taste.