But why? The aim of the renovation was to give the original elements of our monumental building greater prominence, and thereby showcasing Heineken’s rich history to our guests even better. The renovation resulted in four completely redesigned spaces; the spacious entrance hall, the Heineken® Flagship Store with associated space dedicated to personalized products, the Rooftop Bar and the rooftop terrace.
The new entrance area features a spacious entrance hall, which welcomes all guests inside of the building instead, thereby improving the safety on the roadway in front of the entrance. Locals and international visitors alike are invited to enter the new space to see some of the original elements of the building, such as the brewing kettles or the gable stone, as well as more modern additions, such as the bottle ceiling, which features 10,800 Heineken® bottles. Visitors no longer require a ticket to come in and experience the new entrance.
The Heineken® Flagship Store has also been given a makeover. Not only does it have a flashy new look, but also a greatly improved product presentation that is divided into three themed areas, accompanied by a completely revamped checkout system. In addition, a brand-new associated area called the Create Space has been built, entirely dedicated to personalizing products. As with the new entrance, the Flagship Store and the Create Space are open to everyone, even without a ticket to the museum.
Our building’s roof has also been renovated and transformed into a brand-new rooftop terrace, making it accessible to guests for the very first time via a special elevator inside an old silo. The old malt-attic (Moutzolder) is now a rooftop bar revealing original details that were previously hidden, such as the distribution machine in the ceiling. Up here, guests can enjoy their last beer whilst enjoying one of Amsterdam’s most breath-taking views.