The ambition to be the most connected collection does not only fit within the bigger movement in cultural heritage, but it also coincides with the EverGreen agenda of HEINEKEN and its bold move to become the best-connected brewer.
In 2021 we photographed a series of objects for the Stars of the Collection project. The last two objects, artworks by the artist Piet Cottaar, were photographed in April 2022 by photographer Jessy Visser. These artworks are stored in an external location due to their large size. We were not able to digitise these objects in 2021 because of the logistical challenge to retrieve them from the external storage facility and finding a space to photograph objects of this size.
With these two final artworks digitised we have completed the task we set out for ourselves in 2021. A plan to further digitise collection items and physical photo albums is in the works and should be completed in 2023.
The Heineken Collection played a key role in developing an augmented reality app for the Heineken Experience visitors. Created in just six weeks by Microsoft and Recreate, the app was launched at the re-opening of the Heineken Experience in November. It includes collection images, videos, and digital renderings like a horse-drawn beer cart. Users can explore the app while walking through the entrance hall, attracting a new, younger audience to our Collection.