Interactive LED light in the new Heineken Experience attraction
The Heineken Experience is one of the top 10 most visited sights in Amsterdam, in addition to crowd pullers such as the Anne Frank House and the Rijksmuseum. Every year, nearly a million people are amazed during the Heineken Experience. The number of visitors to the popular attraction is still increasing.
[video:https://www.youtube.com/watch?v=uTz93t45OBg]
Heineken is constantly working to expand, improve and renew the Heineken Experience. In January 2018, Heineken opened the new audiovisual attraction “Brew You Ride” to the public. Zirqle was responsible for the LED solutions within the project.
Request for new attraction
Heineken placed a tender for a spectacular attraction in the spring of 2017. It was important that the new attraction would also increase visitor capacity and reduce waiting times. NorthernLight was awarded the contract with the concept of the impressive “Brew You Ride” brand experience.
Audiovisual experience "Brew You Ride"
During the “Brew You Ride” experience, the visitor takes an audiovisual journey through a series of large-scale multimedia installations, spread over five spaces. The visitor experiences Heineken in five phases: from the brewing and bottling process to enjoying a beer with friends. Project management, technical development and realization by Heijmerink Wagemakers. Heijmerink Wagemakers was responsible for project management for the technical development of the complete experience design and was responsible for its realization. We were commissioned by Heijmerink Wagemakers for various tailor-made LED solutions.
LED specialist
The “Brew You Ride” project offered Zirqle a unique opportunity to showcase our expertise in LED and complex programming. Within a fast turnaround time. Zirqle has used a range of diverse LED techniques to meet the desires and requirements of the designer.
Synchronization of LED, video content and audio
Zirqle installed interactive LED lines in both the floor and ceiling. Pixel mapping has been used to make the LED lighting fully synchronized with video content and audio.
Custom casting of LED lines
Casting in the LED floor lines was a challenge due to the limited space available in the floor. Zirqle only had a depth of 19 millimeters in which to place the molded lines. The hotspots were also not allowed to be visible, but they had to spread even light. The casting department of Zirqle has come up with an innovative recipe with a combination of three different layers: a clear layer, an opal layer and a pigment layer. This combination and the specific pouring technique makes the floor completely vandal-proof. Important, especially when you consider that the Heineken Experience receives more than 7,000 people a day. With the LED lines in the ceiling, the challenge was mainly to create sleek LED lines and the gigantic speed in the interplay between LED, image and sound.
LED curtain
Zirqle also realized the technology behind the 30-meter LED wire curtain. The wire curtain contains LED with an opening angle that ensures that the entire Heineken curtain turns green.
Infinity mirror
A beautiful picture in the “Brew You Ride” journey is the Infinity mirror, in the shape and color of the iconic Heineken star. Despite the limited thickness of the mirror, optical illusion makes it seem as if you are looking into the depth for meters. Mirrors, LED strips and semi-transparent mirrors have been used to obtain the special tunnel effect.
Floating letters
There are several appealing texts on the wall that should be emphasized. The letters have been given a copper look that is regularly featured in the “Brew You Ride” experience. The LED lighting behind the texts provides a unique image of floating letters. The LED ensures that the letters seem to come loose from the wall.
We are happy that Zirqle was allowed to be part of this great innovative project and are proud of the end result.
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