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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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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
Disneyland Paris renames theme park as part of $2 billion transformation
Disneyland Paris has unveiled a new name for Walt Disney Studios Park as part of the park’s US$2 billion transformation.
UK's Royal attractions had a bumper year in 2023
Numbers from the Association of Leading Visitor Attractions, (ALVA) show that Royal attractions saw a huge increase in visitor numbers during 2023 – the coronation year of King Charles III.
Efteling to convert steam trains to electric as part of green drive
The Everyday Heritage initiative celebrates and preserves working class histories
Off the back of the success of the first round of Everyday Heritage Grants in 2022, Historic England is funding 56 creative projects that honour the heritage of working-class England.
Universal announces long-awaited details of its Epic Universe, set to open in 2025
Universal has revealed it will be adding new Harry Potter attractions, alongside Super Nintendo and How to Train Your Dragon worlds to its Florida resort.
Heartbreak for Swedish theme park, Liseberg, as fire breaks out
A fire has destroyed part of the new water world, Oceana, at Liseberg in Sweden, and a construction worker has been reported missing.
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COMPANY PROFILES
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Taylor Made Designs

Taylor Made Designs (TMD) has been supplying the Attractions, Holiday Park, Zoos and Theme Park mark [more...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
Simworx Ltd

The company was initially established in 1997. Terry Monkton and Andrew Roberts are the key stakeh [more...]
+ More profiles  
FEATURED SUPPLIER

Red Raion expands global presence with new Riyadh office
Red Raion, the CGI studio for media-based attractions, has announced the opening of its new office in Riyadh, Saudi Arabia. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

18-22 May 2024

Eco Resort Network

The Ravenala Attitude Hotel, Mauritius
23-24 May 2024

European Health Prevention Day

Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
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