Bringing Johannesburg’s premier beer experience into the 21st century
The highly successful World of Beer was opened by Nelson Mandela in 1997 and in 2005 was in need of updating. Working with local lighting and AV consultants, Mather & Co redesigned the entire attraction. Reception and retail areas were brought up to date and the SAB brand was embedded firmly into the design through structural forms, materials and colour schemes.
The attraction combines a wide variety of interpretive techniques from themed sets exploring the history of African brewing to an interactive Brands Hall where visitors can explore the vast range of products surrounded by large 3D lenticular graphics of beer bubbles. A wide range of audio-visual presentations were created – a 3D film tells the story of brewing in ancient Egypt complete with mummies and a daring archaeologist, a pepper’s ghost presentation places Charles Glass (the first brewmaster of SAB) in his office and a multi-screen show takes visitors on a journey through the bottling and packaging process. The climax of the attraction is a 180 degree panoramic cinema which celebrates South African life and SAB’s place in the fabric of the county.
2009 SAT Welcome Award for Best Tourism Attraction in South Africa
2011 SAT Welcome Award for Best Tourism Attraction in South Africa
The South African Breweries Ltd