Heineken reached a historic milestone with the grand opening of its new R&D centre. To mark the occasion, our creative studio was asked to design an opening experience, one that would put the new building in the spotlight and reveal it in a way worthy of its legacy.
The opening of the Dr. H.P. Heineken Centre in Zoeterwoude marked a key milestone in Heineken’s innovative strategy, accelerating research into brewing techniques, sensory experiences, and new beverages for future generations. To celebrate this moment, we built the story around Heineken’s most iconic ingredient: the legendary A-yeast, unveiled in a ceremony inaugurated by King Willem-Alexander.
Creating traditions through innovation
At the heart of this story was not just a building, but Heineken’s most prized ingredient: the A-yeast. We built the event around this journey. The yeast traveled from the lab, through the brewery, carried by royal horses, and even via drone, before finally arriving at the R&D centre.
"This Centre connects our pioneering brewing legacy with the best of modern science."Hubert te Braake, Director of Research and Development
HEINEKEN opens global R&D Centre in the Netherlands to lead brewing innovation and next-generation product development
On stage, the A-yeast passed hand to hand: from laboratory staff to the CEO, and finally to the head of the new centre. The highlight came after a moving video and a countdown. With King Willem-Alexander present, the moment of reveal arrived: as he pulled the rope, the new R&D lab was officially unveiled.
Plugged was responsible for the full production and worked closely with Heineken to craft a narrative that truly reflected the brand’s history and vision. From start to finish, the event was made by and for Heineken, a celebration of innovation, heritage, and the future of brewing.
Let us discover the essence of your event and your custom dream castle will take shape right in front of your eyes. From creation to show production, all handled with care.
26 Shows with over 25M+ vistors across 18 different countries.
After four years, Heineken® revived the Global Draught Championship, bringing the world’s top bartenders to Amsterdam for an intense, high-energy showdown.
The Digital Detox experience at Heineken Offline Festival encouraged guests to disconnect from their phones and embrace the moment, reflecting the Boring Phone campaign.
For an exclusive corporate dinner at Marina Bay Sands, Singapore, our creative studio brought three captivating show moments to life, blending Singaporean and Arabic cultures.
Looking for more?