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Mather to design new beer exhibition in Brussels
POSTED 31 Jul 2015 . BY Tom Anstey
The exhibition will include spaces for visitors to learn about and experience more than 1,000 different beers Credit: Mather & Co
Design consultancy Mather has been awarded the contract for a new project in the heart of Brussels dedicated to Belgian beers.

Working alongside local architects Robbrecht en Daem and Baneton Garrino, Mather will convert the former Brussels Stock Exchange into the Belgian Beer Palace exhibition, which is hoping to rival the likes of the Guinness Storehouse in Dublin and the BRC-designed Heineken Experience in Amsterdam.

Occupying two floors of the Palais de la Bourse, the exhibition will include spaces for visitors to learn about and experience more than 1,000 different beers brewed across the country. A ‘Belgian Beer Passport’ will be a highlight of the exhibition, allowing visitors to build a menu of beers to try on their visit, which they can sample at the end on the building’s panoramic rooftop bar, which also offers expansive views of surrounding Brussels.

The experience will also teach visitors the history of Belgian beer, as well as offer a look at the brewing process in a series of interactive galleries, before entering a beer lab where they can discover tastes and match them to a complementary regional dish.

“The exhibition will be developed in harmony with the historic building and will showcase the rich history of the brewing industry and how this culture has evolved in Belgium,” said Dan Proctor design director at Mather. “We aim for the exhibition to show the spirit of invention that is unique to Belgian brewers.”

The attraction is set for late 2018 and will be funded by the Brussels Region, the European Fund ERDF, Beliris – City of Brussels, and the Belgian Brewers.
Credit: Mather & Co
Credit: Mather & Co
PROJECT PROFILE:

Belgian Beer Palace
Design consultancy Mather has been awarded the contract for a new project in the heart of Brussels dedicated to Belgian beers.


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  Heineken Experience receives Thea Award


The Heineken Experience in Amsterdam, The Netherlands has won the Thea Award for Outstanding Achievement in the field of Brand Experience by the Themed Entertainment Association (TEA).
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NEWS
Mather to design new beer exhibition in Brussels
POSTED 31 Jul 2015 . BY Tom Anstey
The exhibition will include spaces for visitors to learn about and experience more than 1,000 different beers Credit: Mather & Co
Design consultancy Mather has been awarded the contract for a new project in the heart of Brussels dedicated to Belgian beers.

Working alongside local architects Robbrecht en Daem and Baneton Garrino, Mather will convert the former Brussels Stock Exchange into the Belgian Beer Palace exhibition, which is hoping to rival the likes of the Guinness Storehouse in Dublin and the BRC-designed Heineken Experience in Amsterdam.

Occupying two floors of the Palais de la Bourse, the exhibition will include spaces for visitors to learn about and experience more than 1,000 different beers brewed across the country. A ‘Belgian Beer Passport’ will be a highlight of the exhibition, allowing visitors to build a menu of beers to try on their visit, which they can sample at the end on the building’s panoramic rooftop bar, which also offers expansive views of surrounding Brussels.

The experience will also teach visitors the history of Belgian beer, as well as offer a look at the brewing process in a series of interactive galleries, before entering a beer lab where they can discover tastes and match them to a complementary regional dish.

“The exhibition will be developed in harmony with the historic building and will showcase the rich history of the brewing industry and how this culture has evolved in Belgium,” said Dan Proctor design director at Mather. “We aim for the exhibition to show the spirit of invention that is unique to Belgian brewers.”

The attraction is set for late 2018 and will be funded by the Brussels Region, the European Fund ERDF, Beliris – City of Brussels, and the Belgian Brewers.
Credit: Mather & Co
Credit: Mather & Co
RELATED STORIES
Heineken Experience marketing campaign leads curious visitors directly to its door


Heineken has employed a unique marketing campaign in Amsterdam, teaming up with advertising agency J. Walter Thompson (JWT) to place a series of Heineken-branded bottles around the city which, when activated, guide visitors to the beer-maker’s museum experience.
Heineken Experience receives Thea Award


The Heineken Experience in Amsterdam, The Netherlands has won the Thea Award for Outstanding Achievement in the field of Brand Experience by the Themed Entertainment Association (TEA).
Guinness Storehouse revamp


The Guinness Storehouse in Dublin has appointed design company, Imagination, as lead design agency for enhancement plans including several new exhibitions and updating existing areas in the Storehouse.
MORE NEWS
Mubadala makes €1 billion bid for Pierre and Vacances
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed €1 billion offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the continental European Center Parcs business.
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London Museum reveals 2026 opening date for new Smithfield home
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By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
ProSlide Technology, Inc.

A former national ski team racer, ProSlide® CEO Rick Hunter’s goal has been to integrate the smoot [more...]
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