For VIP guests of the Heineken Experience, we created a hidden bar that combines luxury with history. This “secret” part of the tour offers an exclusive experience right in the heart of the heritage location. In collaboration with Heineken’s Development & Innovation team, we selected an authentic piece of Heineken history to bring to life in this bar.

Inspired by Henry Heineken, the chemist behind the brand, the bar is an intimate space where guests can taste and discover among original historical artifacts. The space exudes luxury, with golden accents, velvet seating, and a mirrored ceiling.

Interactive details complete the experience: a beer sommelier guides guests around the circular bar, with erlermeyer flasks on hand to explore the aromas of the brewing process. Rotating panels reveal chalkboards, and Henry’s original microscope takes center stage as a tribute to his craft. In 2020, the bar was awarded the Frame Award for ‘Bar of the Year’.