15 Oct 2019
Henry's - hidden bar
Heineken Experience / IDEAL Projects
Henry’s* is a hidden bar named after Henry Pierre Heineken. He was a scientist who gained his doctorate in chemistry in 1914 and joined the Heineken board the same year. Throughout his career, Henry was passionate about science and chemistry. Amongst others, he set up a laboratory in the Amsterdam brewery.
This bar is an homage to Henry. It’s located inside the Heineken Experience and part of the Heritage Floor, where the Heineken Collection has its archives. The visit is an experience in its own, from the beginning to the end:
Enter Henry’s via an exhibited poster and experience Henry’s legacy through the design of the bar and his drive for discovery. Real artefacts from his time are used for the décor, like his microscope and a black and white visual of the lab crew. Take a seat at the golden messing bar that is rounded to allow interaction with the guide, a true beer professor. Five costume made draft columns are designed to serve different beers form the Heineken portfolio, which are paired with matching bites. Each beer has an accompanying scent that can be explored with the Erlenmeyer flasks on the wall.
At Henry’s, interaction is as important as surprises. The panel walls can be turned around and will transform into blackboards, to enhance the tasting story. All walls are covered with ribbed buxkin, recycled leather which doesn’t only give a luxury finish to the bar but also provide better acoustics.
*Henry’s visit is part of the Heineken Experience VIP tour.
The Heineken Experience should win the award as it ticks all the boxes:
Functionality and user-friendliness are key. Guests engage with the interior as well as with the host and thereby become part of the experience. The rounded bar allows interaction and a personal tasting experience with approximately 12 guests. Striving for innovation, the Erlenmeyer bottles don’t only enhance the lab décor, they invite guests to discover different beer scents, which are also used in the brewery lab.
Henry’s bar concept embodies enjoyment of beer as well as education in an authentic and exclusive setting. By using some of the 120.000 items of the Heineken Collection, original art effects and stories aren’t locked away but come to life. Therefore, Henry’s doesn’t just “tell a story”, it enhances Heineken history in various facets. The name Henry’s is written on the door in the original hand writing of Henry, which was copied from an old document. Henry’s love for classical music is reflected in the choice of music played in the bar.
The choice of material like buxkin as wall cover isn’t only sustainable, but an innovative choice. The golden notes inside Henry’s, from the bar to the mirror tile ceiling, give Henry’s the exclusive touch that the bar concept embodies. The mirror tiles in combination with the LED pattern on the wall make the space look infinite. Thanks to this bar experience, also Henry's achievements will live on for infinity.