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In the middle of the Heritage Quarter, lies the Haystack. This space is named after the very first brewery Gerard Adriaan Heineken bought. Here, you’ll find yourself peeping through the looking glass into the archives of the Collection Foundation. In the heart of the building this space offers all kinds of possibilities and is sure to inspire.
  • Capacity

    Square meters: 42 m2
    Reception: 20
    Theatre: 15
    Boardroom: 8
    Seated dinner: 20
  • Facilities

    • Bar
    • Beamer
    • Catering
    • Coffee machine
    • Flip chart
    • Microphone
    • Screen
    • Sound system
    • Wheelchair friendly
  • Set-up

    • Beer tasting
    • Boardroom
    • Reception
    • Seated dinner
    • Theatre
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    Organizing your event is our business

    We love hosting events just as much as we love the first sip of a freshly draughted Heineken®. With seven different event spaces, we are almost certain we can accommodate your every need. Our highly dedicated and experienced team is here to support you in all your catering and planning needs. Whether it's a meeting or a large dinner party, we've got you covered.

    Get in touch

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    Frequently asked questions

    • What type of event can be organized at the Heineken Experience?

      We organize all types of events. From meetings to exhibitions, product launches to dinners. And let’s not forget we brew beer so we know how to organize a party!

    • Why choose Heineken Experience as event venue?

      The Heineken Experience, in the heart of Amsterdam, brings the feeling of the brand alive. Our venue has multiple spaces, varying in sizes, for groups between 5 and 350 persons. Our staff is friendly, helpful and knows everything there is to know about Heineken, beer and Amsterdam. And they would love to share it with you and your guests in an interesting way! All our spaces are equipped with various AV facilities to bring your event to a success.

    • How can we contact the Meetings and Events team?

      You can send us an e-mail at or call us on +31 (0) 20 721 5985 (Monday to Friday 09:00 – 17:00 CET)

    • What is the maximum capacity of the venue?

      Combining spaces, we can organize events for up to 650 persons.

    • What benefits and services do you offer?

      Conveniently located in Amsterdam’s city center. Free Wi-Fi connection. On-site support. Heineken Ambassadors to help you brew the perfect event and serve the perfect beer. Access to tea and coffee. Inspiring workspaces.