The Heineken Experience in Amsterdam is the most visited attraction in Holland. The dutch equivalent of Madame Tussauds. The key difference is the free beer at the end.

We made two versions of the experience for the moods and music room. This room had 12 motorized chairs, each with a projector, surround sound and dual joysticks. This gave visitors a relaxing, interactive and immersive experience.

The first version was a highly creative 3D video and audio mixing environment. This proved too engaging for visitors who liked interaction (and wouldn't leave the chair) but too demanding for visitors seeking more linear entertainment.

The clip above shows the extremely simple second version that immersed visitors in the rich history of Heineken's TV advertising. 'Geen havle MaanTregel' was the most interesting, a charming pure brand advert from 1955.

The museum is now undergoing major renovation and re-launch.

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