Heineken Experience as one of Amsterdam’s Leading Immersive Attractions
Heineken Experience as one of Amsterdam’s Leading Immersive Attractions
Panasonic’s RZ690 projector delivers an immersive experience that captures the rich history of the original Heineken brewery, bringing the past into the present.
Challenge
To upgrade and redesign the popular Heineken Experience to bring the brewing process to life through a series of immersive, interactive 3D projections.
Solution
Creative-technical partner, BeamSystems opted to utilise 26 compact and reliable Panasonic PT-RZ690 1-Chip DLP™ projectors to deliver continuous, high-quality visuals throughout the installation, leveraging its expertise to ensure seamless integration within the overall concept.
"Heineken was keen to not only modernise the experience. The experience needed to be not only cost effective but high quality and extremely reliable. Quite simply, we wouldn’t trust any other projectors to deliver these capabilities except Panasonic."
CEO
BeamSystems
Partners: BeamSystems (creative-technical partner and AV and immersive experience specialists); NorthernLight (creative agency responsible for concept, content and overall design at Heineken Experience)
Distributor: Output BV
Photo/Video Credits: NorthernLight
Modernising an Amsterdam landmark
The Heineken Experience stands out as one of Amsterdam’s most notable experiences. First opened in 2001, more than one million visitors every year get to savour the beer’s distinct flavour at its source. Housed within the original Heineken brewery built in 1867, this immersive experience imparts the rich history of Heineken, spanning over more than 150 years.
The experience provides the opportunity for visitors to immerse themselves in the brewing process while they meander through a 3D brewhouse. This is then concluded in four entertainment areas, after which visitors can enjoy a fresh Heineken
Immersive experience specialists, BeamSystems, was first engaged to help install Panasonic DLP™ projectors in 2017, and were re-engaged in 2024 to carry out an upgrade – including a technical upgrade of the entire experience. As Heineken’s creative-technical partner, BeamSystems played a leading role in the project’s conceptualisation and execution, using its expertise to ensure that the stunning visuals delivered by class-leading Panasonic projectors would increase footfall, whilst remaining within budget.
With thousands of visitors filing through the brewing and bottling rooms, and museum every day, the AV technology needed to be reliable and robust. Prior to the upgrade, each Panasonic DLP™ projector had been operating for between 10-12 hours every day for the last eight years, amounting to approximately 35,000 hours of running time, with only minimal maintenance and cleaning required during that period.
This is where BeamSystems choice of Panasonic’s durable SOLID SHINE laser DLP™ projectors for a long-term, fixed installation delivers a higher return on investment, when compared to LCD projectors. The filterless, dust-resistant optical design increases reliability, removing the need to regularly change filters, as in LCD projectors. Unlike DLP™ projectors technology, polarizers and panels found in LCD projectors degrade over time, due to the heat and UV produced.
Panasonic’s SOLID SHINE laser DLP™ projectors deliver high-contrast, ultra-high definition visuals. Their seamless colour matching and image blending capabilities are at a level not found in LCD projectors, ensuring that the visitor experienced isn’t compromised at any time. This makes them an ideal choice for delivering immersive experiences in large, multi-projection installations.
BeamSystems specialises in integrating high-end projection systems to bring immersive experiences in museums and exhibitions to life. Its creative vision enabled it to seamlessly integrate Panasonic’s DLP™ projectors into the overall installation, and maximise their full potential to enhance audience engagement.
An immersive installation powered by Panasonic
For modernising the experience, BeamSystems chose Panasonic’s PT-RZ690 1-Chip DLP™ projectors, with 26 units situated throughout the exhibition and one 1-Chip DLP™ PT-FRZ50 projector in the welcome area. Four Panasonic’s RZ690 projectors were situated in the tank room that brought the brewing process to life, and 10 in the factory bottling area. Three further projectors were situated in each of the four entertainment rooms, providing vivid visuals as visitors relax after the main tour.
Panasonic’s RZ690 projectors guarantees up to 20,000 hours of maintenance-free projection. Their compact size and range of zoom lenses offered the most cost-effective solution to continuously deliver high-quality visuals. They are ideally suited to immersive experiences of this nature, where projectors need to continuously operate from dawn to dusk, 365 days of the year, even with moderate dust ingress thanks to the age of the building.
All projectors either feature Short or Ultra Short-Throw zoom lenses, providing increased installation flexibility and stunning 3D 360° visuals to accompany informative voiceovers, and music. All projectors were connected to the network using robust SDI connectors, with BeamSystems exploring potential upgrades as content requirements change going forward.
To complement the crisp, high-quality visuals provided by Panasonic projectors, BeamSystems also installed a vibrating floor, immersing visitors with the sounds, sights, and vibrations that would be found at the heart of the factory’s bottling process.
"Heineken was keen to not only modernise the experience. The experience needed to be not only cost effective but high quality and extremely reliable. Quite simply, we wouldn’t trust any other projectors to deliver these capabilities except Panasonic."
CEO
BeamSystems
Compact projectors enable seamless installation and set up
With just four days to set up and install the projectors, BeamSystems had complete confidence that the RZ690 projectors would deliver the required colour performance, reliability, and brightness to re-imagine the Heineken Experience as soon as the attraction was re-opened. BeamSystems’ experience at operating within tight timeframes was invaluable in ensuring the installation was completed without issues and on-time.
Installation involved upgrading housing points in all areas to mount the projectors to the desired areas, with projectors installed through a range of axes. With the experience still operating as normal, BeamSystems, NorthernLight, and Panasonic carefully considered the exact installation areas so that projectors wouldn’t shake from nearby unwanted vibrations, which could affect visuals – and the overall visitor experience.
The compact form factor of the RZ690 enabled BeamSystems to install projectors in tight spaces. BeamSystems was then able to easily re-calibrate the projectors, and colour matching and blending, thanks to its expertise and Panasonic’s Geometry Manager Pro software.
A redesign to enhance the visitor experience
As Heineken’s creative-technical partner, BeamSystems played a leading role in refining the visual and technical experience at the Heineken Experience, alongside creative agency NorthernLight. From concept refinement to execution, BeamSystems ensured that the new AV setup maximised engagement and elevates the immersive experience for visitors. The redesigned experience enhances interactivity, allowing over 200 visitors per hour to enjoy the upgraded tour, powered by cutting-edge Panasonic projection technology.
"The Panasonic projectors have been faultless and maintenance free. In the time they have been installed within the Heineken Experience we have only ever needed to replace one – they just work – all while delivering high quality visuals that are second-to-none."
CEO
BeamSystems
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