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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
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.


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.
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Bob Rogers hands BRC to long-serving leadership team
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Rainer Maelzer joins Therme Group as chief entertainment officer
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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
Warner Bros Discovery collaborates on upcoming Pompeii attraction
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
Efteling expands family offer with new Hooghmoed drop tower
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
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COMPANY PROFILES
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
ProSlide Technology, Inc.

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

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
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