Nestled in the heart of Amsterdam lies a historic gem that has stood the test of time.
It all started in 1873 when Gerard Heineken founded the family brewery that would eventually become an icon in the Netherlands.
One hundred fifty years later, the Heineken Experience remains one of the most sought-after destinations in the country, attracting nearly a million visitors each year.
But there’s more to the story than meets the eye.
Recently, the brewery underwent a significant overhaul to enhance the visitor experience. The need for extensive renovations became apparent, as long queues outside the museum were causing disruptions between cyclists, visitors, and cars in an already busy junction.
A complete architectural update was required to ensure that the brewery’s iconic legacy was preserved and visitors could have a fully immersive and digitized experience. Along with this, wayfinding was needed to guide, and reinforce the brand’s iconic identity seamlessly throughout the space.
The Heineken Experience perfectly balances old brewery elements with highly modern architecture, serving as a physical journey through time. Throughout the experience, plenty of exhibitions, interactive moments, and entertainment features delight but challenge the natural orientation of the visitors. Along with bottlenecks at certain junctions, this created the need for strong navigational interventions to ensure a seamless flow.
The navigational messaging strategy interweaves with the experience’s expressive storytelling. It is present and lit where attention and guidance are needed, calm, and integrated to gently nudge people in the right direction. Visitors can thus immerse themselves fully while navigating confidently.
The implemented wayfinding takes inspiration from Heineken’s iconic red star, which is embedded in their logo. With illuminated signage that is always there when visitors need it, the experience is like following a path of shining stars in the sky. By working closely with the architects and embracing the brand’s rich textures, shapes and colors, the Mijksenaar wayfinding adds a complementing layer of information. The visitor’s experience is one of consistency within the Heineken identity.
Mijksenaar developed a wayfinding system that provides clarity and legibility while honoring Heineken’s history. The completed wayfinding is a well-integrated and advanced method of guidance, serving as a companion through this expressive world of the Home of Heineken.
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