The Belgium Beer World experience has opened its doors to the public, providing ‘a realm of discovery, surprise, and pure pleasure,’ according to experiential design agency Mather & Co, who curated the concept design for the interactive beer experience.

Chris Mather, CEO at Mather & Co said: “Belgian Beer World is one of the world’s largest interactive beer branded experiences – to be part of this project is amazing. I will be at the International Museum Construction Conference in November doing a talk about the design process that brought Belgian Beer World to life.”

 

Visitors will go on a journey of beer through various ‘zones’ and take part in interactive activities such as pouring the perfect brew and discovering one’s personal preferences for beer.

In zone one, you will have to ‘Taste the Culture,’ as Belgium, known for its high-quality beer products, is celebrated here as an integral part of Belgian culture, reflecting the unique Belgitude approach to life. 

“Visitors are invited to join the eclectic Belgian Beer Parade, where eight key installations reveal the profound connection between Belgian beer and culture. As you journey through this dynamic parade, you’ll experience the culture, meet Belgian greats, and get immersed into Belgitude,” confirmed Mather &Co.

In all, Belgium Beer World will have six zones:  ‘Discover Untold Stories,’ ‘Witness the Passion’ zone, ‘Reveal the Processes,’  ‘Explore Your Tastes’ and ‘Inspire the World,’ 

Malissa Geersing, Senior 3D Designer at Mather & Co said: “Belgian Beer World is more than a project; it’s a celebration of the rich tapestry of Belgian beer culture. Crafting this interactive experience allowed us to pour our passion into every detail.”

‘A journey through the heart and soul of Belgium’s beloved beverage to appreciate the rich culture and craftmanship that makes Belgian beer truly exceptional,’ is how Mathers & Co describes the experience. Visitors will definitely get their fill and don’t worry, be hoppy.

Images: Mathers & Co