AMSTERDAM — The Heineken Brewery used BRC Imagination Arts for their revamped visitor area, and BRC worked with Electrosonic’s U.K.-based office on the AV systems integration. The visitor center includes simulation rides and interactive kiosks to provide information on Heineken’s history, the brewing process and more. Electrosonic provided HD display and surround sound technology for features including “Raised by the World,” which uses eight synchronized screens. Other features provide projected “virtual beer mats” that appear whenever a visitor puts down his or her glass.
The “Brew U” simulation ride features a high definition film on a three-meter wide screen accompanied by 5.1 surround sound. The ride places the audience on a platform that shakes, rattles and rolls as they undergo the complete brewing process.
Working with BRC, Electrosonic was responsible for the engineering, supply and commissioning of the main audio and video systems. These include:
- An international welcome display that illustrates the spread of Heineken’s international activities diagrammatically, with the help of 13 12-inch LCD monitors
- “Born in Amsterdam,” a show on the origins and development of Heineken since the brand was founded in 1863. The set incorporates two 3-meter-wide rear projection screens, and the show plays from two synchronized HD video players
- The “Brew U” simulation ride, with three near-identical installations to help the center deal with heavy crowds. Each features a 3-meter-wide screen for a HD film with special effects including lightning and water spray and floor-platform shaking effects
- “Raised by the World,” shown on eight screens, portraying the beer in countries around the world. Four HD players, each feeding two screens, keep the show running
- “Innovation Station,” another exhibit area.
Near the end of the tour, visitors get another chance to taste the product in the “World Bars.” Video cameras take closeups of a pouring demonstration. The main spaces are surrounded by a frieze of LCD monitors that show city panoramas from around the world in high definition. The bar tables combine rear-projected images with the “virtual beer mats.”
Electrosonic’s UK office was responsible for the engineering, supply and commissioning of the main audio and video systems. However, a local company, Mansveld, carried out installation. Some items from the previous visitors’ center, for example, the video system for the Gallery viewing chairs, were carried over into the new show. These were also been supplied by Mansveld.
Alterface and Bitmove, meanwhile, developed the interactive displays. BRC Imagination Arts produced all the video media and sound tracks.
The whole system is under network control. Electrosonic provided a “snapshot” facility for control of the main projectors. This stores all the projector settings so that if a projector has to be replaced, the settings for a particular projector position can be instantly downloaded.
Electrosonic used the following equipment into the system:
LCD monitors 52 inch: (Sharp)
LCD monitors 32 inch: (NEC)
LCD monitors 12 inch, 47 inch: (Dicoll)
Main show projectors: (Panasonic PTD5100, PTD5700)
Show control: (Crestron)
HD players: (Electrosonic MS9500GL)
SD players: (Electrosonic MS9304)
Video DAs: (Extron)
For more information, please visit www.electrosonic.com and www.brcweb.com.
