Heineken’s Wild Lager

Heineken’s Wild Lager

A Journey of Discovery

A Journey of Discovery

A travelling bar and taste experience that brought people the wild side of Heineken

wild-48-sheet-pat-v2-1

Wild Lager Discovery is a touring bar and taste experience, made out of two shipping containers, connected by a huge 20m canopy. 

One container opens up to create a walk-in bar serving the three Wild Lagers. Decked out in living walls and 
a huge timber bar etched with a world map. A wild natural soundscape plays.

The second container holds 12 people at a time for a three course immersive tasting. As each beer is brought out, projection-mapped sequences make it seem like one end of the container opens to reveal a different location. The lighting changes colour. Canapés are served along with the lager and an aroma or ingredient to touch and smell. The environment highlights the individual flavours of each beer.

Wild Lager Rooms

When we create experiences like this, we detail every nuanced element; from the music playing to the staff uniforms; the scripts and behaviours to the texture of the service ware. Every element works together to enhance the experience, evoke the brand and bring out the qualities of the product.

‘Discovery’ premiered in Amsterdam, before moving to Bilbao and then Madrid. More destinations are planned for next summer.

WIld lager guidelines
Wild lager 3
Next project Cornetto

Sensory research for product development

 

GET IN TOUCH

GET IN TOUCH

Intrigued? If you’d like to find out more about what we do and how we can work together, please drop us an email:

hello@sensoryexperiences.co.uk
36-38 Westbourne Grove, London, W2 5SH

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

hello@sensoryexperiences.co.uk
36-38 Westbourne Grove, London, W2 5SH

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

hello@sensoryexperiences.co.uk
36-38 Westbourne Grove, London, W2 5SH

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

hello@sensoryexperiences.co.uk
36-38 Westbourne Grove, London, W2 5SH