ABOUT

The Kiosk is where craft meets culture. Located within the Heineken Experience in Amsterdam – at the heart of the brand’s home – it creates an accessible point of discovery, creativity and connection for visitors.

Positioned at the end of the tour, where visitors naturally pause, The Kiosk shifts the mood from passive waiting to active participation. Instead of lingering aimlessly, a rotating programme of workshops, collaborations and hands-on moments invites visitors to participate in Heineken’s story rather than simply observe it. Shared social rituals deepen emotional engagement, turning passive footfall and dwell time into a meaningful brand interaction.

The Kiosk adopts a makeshift, pop-up aesthetic using corrugated iron, stacked crates and repurposed fridges (storing merchandise, not beer) to create an energetic, market-stall feel. A modular layout enables fast reprogramming for festivals, sporting moments, limited-edition product drops and cultural events.

Visitors customise T-shirts, tote bags, posters and postcards at interactive personalization stations, ensuring each guest leaves with something uniquely theirs. A dedicated workshop zone extends the experience to encourage group participation.

The Kiosk repositions the Heineken Experience from a static landmark into a more dynamic cultural destination. 71% of visitors fall within the target 18-34 demographic. 89% of participants became active brand advocates (NPS 9-10), while the personalisation service achieved 100% shopper satisfaction.

What was once a transitional space is now a vibrant centre of social energy; one that strengthens brand affinity, generates shareable moments, and provides a tested blueprint proving cultural agility can directly deliver commercial ROI.