Heineken Boulevard
The Heineken Experience
Discover the magic behind the world's most international premium beer brand at the Heineken Experience. Find out what it's like to be brewed, and enjoy a perfectly-poured Heineken at the World Bar. It's all waiting for you in the historic Heineken brewery, one of Amsterdam's most impressive heritage sites.
The Heineken Experience, located in Amsterdam, is a historic brewery and corporate visitor center for the internationally distributed Dutch pilsner, Heineken beer.
The historic industrial facility was built as the first Heineken brewery in 1867, serving as the company's primary brewing facility until 1988 when a more modern, larger facility was constructed on the outskirts of the city.
In 1991, the historic brewery opened to the public as a brewery tour and visitor experience, known as the Heineken Treat and Information Centre. The attraction grew to become one of Amsterdam's most popular tourist attractions and by 2001 the visitor center changed its name to the Heineken Experience.
After a year of extensive remodeling and expansion, the Heineken Experience reopened to visitors on November 3, 2008. The latest transformation of the visitor experience comprises four levels of historical artifacts, product exploration and sampling, and participatory interactive exhibits which employ the latest high-tech multi-media technologies, geared specifically for the current "YouTube" generation.
Nuit Blanche sponsored by Heineken
Zone C offers 36 dusk-to-dawn projects to explore. This Exhibition addresses human strength and adaptability in the face of urban disaster, catastrophe and survival actions.
- Experience an unexpected invasion of a local grocery store
- Try your patience and get a new perspective on the phrase, "I'm Sorry"
- Experience the haunting sounds of hundreds of crying souls
- Test drive a new type of mobile home
- See a construction site spring to life
Zone C also features 21 Independent Projects to explore.