Last week, the City of Brussels made the announcement that Mather & Co will be designing the exhibition at the new Belgian Beer Palace. Situated in the heart of Brussels at the historic Stock Exchange building, it is expected to become an attraction to rival the Guinness Storehouse or Heineken Experience. The new ‘temple of beer’ will explore over 1000 Belgian beers and reveal all aspects of the unique Belgian Beer drinking culture.
The project will be in collaboration with Belgian architects Robbrecht en Daem and Baneton Garrino, and Brussels branding agency Base Design. The exhibition will be developed in harmony with the building, opening up and maximising the historic elements to the full. The site also includes Bruxella 1238, the excavated ruins of a 13th Century monastery. John 1st, Duke of Brabant was buried here and aptly, he is rumoured to be Gambrinus – the king of beer!
The new attraction is scheduled to open late 2018. It will include a great hall, Belgian Beer experience, an archaeological museum, a conference centre, a retail shop, bars, restaurants and a panoramic terrace on the roof of the building overlooking Brussels.
Dan Procter, Design Director, said: “This is one of the biggest projects we’ve ever won and we are really excited to getting started on the exhibition development. We expect this to become one of the most visited tourist attractions in Belgium with over 300,000 visitors a year.”