New Brand Experience Center Planned in Aruba: “Balashi Beer Experience”
Balashi Beer Experience, Concept Art: Courtesy of Sandenburg-DST
(eap) The Caribbean beer brand Balashi is to get its own brand experience center on the island of Aruba. The Dutch concept developer and interior architecture firm of Sandenburg-DST has been commissioned to develop the Balashi Beer Experience, which is set to open next year as part of the Gloria multi-entertainment complex in Oranjestad, the island’s capital. Aruba is visited by around two million people a year, including many cruise passengers, not least because of its picturesque beaches. However, beyond its beautiful coastal landscape, the Dutch Antilles island has so far had few tourist attractions. This is now set to change.
MetaCorp, one of the oldest locally based companies, is the initiator of the experience center project, which is intended to celebrate both the history of the Balashi beer brand and the narrative of Aruba as “One Happy Island”. A walkthrough experience with a total of nine scenes is to be created on an area of around 1,300 square meters. Film, music, special effects, exhibits and games are intended to captivate visitors – both tourists and locals. A final tasting session will round off the visit and a store will complete the offer.
Markus Konings, CEO of Sandenburg-DST, explains: “Beer brands have a strong attraction value. Look at the visitor numbers for the Heineken Experience or the Guinness Storehouse in Dublin. These destinations attract not only beer enthusiasts but also a broad 18+ audience. Tourists in Aruba will have high expectations, so we’re not creating a traditional beer museum. This will be an immersive and captivating experience that tells the story of Balashi while embedding visitors in the unique sense of place that is Aruba.” ■
