Is it a tourist attraction or is it brand awareness? Both. And that makes the Heineken Experience one of the most effective examples of experience in the Netherlands. Annual visitor numbers reach almost 900,000, with each visitor paying the admission fee of €16.00 without blinking an eye.
De Heineken Experience has become a textbook case
DST developed and realised the Heineken Experience 1.0 in 2000. It started with a simple question from Heineken: ‘Would you be able to spruce up our museum in Amsterdam?’ It would become the Heineken Experience. A multimedia tour of the Heineken brand. A three-dimensional commercial for Heineken, without ever having to advertise.
A sharp rise of visitor numbers after 2000 triggered the need for a redesign after six years to keep streamlining logistics. Meanwhile, the Heineken Experience has become one of the star tourist attractions in Amsterdam.
For DST, the Heineken Experience was one of the first examples of successful brand experience. In academic circles this was too: the Heineken Experience is often mentioned in literature in relation to experience, and it has become a textbook case at a number of universities. For Heineken, it has become an iconic touchpoint. The Heineken Experience is fully selfsupporting through its admission fees and shop sales. The spin-off for the Heineken brand is for free.