Heineken Flagship Store & Heineken Create Space
“Sharing more of Heineken’s history is crucial to us and part of everything we do,” says Lieke Westendorp, Director of the Heineken Experience. “We are based in a monumental building, the first-built Heineken® brewery, which has a lot of stories to tell. We want to share them while bringing people together under our roof”.

And sharing more of the history is exactly what we did with the renovation of the Heineken® Flagship Store. Stepping into the monumental building, guests can immediately sense the historical value of the space through its monumental tiles and restored copper kettles. One of the first wow-moments when walking towards the Flagship Store is the split copper kettle where the bottom half has been sunken into the floor and covered with walkable glass.

Not only does the new brand store have a flashy new look, but it also has a greatly improved product presentation that is divided into three themed areas. Here Heineken® merchandise is presented in fun and interactive ways, and guests are invited to grab and explore the items on display. The items are placed in iconic fridges or at funky walls, displayed below copper kettles or in a space where the ceiling is covered in green Heineken® bottles - 10,200 to be precise. Lastly, the store is accompanied by a completely revamped self-checkout system.

In addition to all the beautiful merchandise, a brand-new associated area called the Heineken® Create Space has been built, entirely dedicated to personalising products. Here guests can pick up their one-of-a-kind Heineken Bottle or glass. And also in this area, historical features of the brewery have been made more visible, such as the original tiled walls as well as elements of the old engine room