Belgian Beer World, Brussels

Work is underway to transform the historic former stock exchange building, Place de la Bourse, in Brussels into a new visitor attraction exploring Belgium’s history with beer. Beer has been produced in Belgium for thousands of years. Beer brewing and culture are so integral to Belgian life that in 2016, they were added to UNESCO’s list representing the Intangible Cultural Heritage of Humanity. Belgian Beer World, the biggest museum project in Belgium in 2023, is a private/public cooperation between the City of Brussels and the 200 Belgian Brewers. Visitors to the museum will be immersed in the medieval craft of beer, the influence of the brewing of Belgian beer worldwide, and the brewing process. The original scenography was designed by Mather & Co. A consortium of Bruns, Potteau, and CREATE.eu was selected to produce the scenography and creative media installations, including ‘the brewer’s head’ – a giant sculpture of a brewer’s head which, using projection mapping technology, brings the brewer’s thoughts and ideas to life through various games. Alongside the permanent exhibition dedicated to beer, the site will also feature a sky bar, a beer shop, a restaurant, a large hall, and meeting rooms. In the basement, the archaeological site’ Bruxella 1238′, with the remains of the 13th-century monastery, will remain in its original location. The project cost was initially estimated at €36 million. However, in June 2023, it was reported that the estimated cost is closer to €90 million. According to the Mayor of Brussels’ office, the budget allocated €9 million to the design, €71 million for renovation costs and €10 million for scenography. Once complete, the permanent experience centre will target the general public and real beer enthusiasts. Officials hope that Belgian Beer World, scheduled to open in September 2023, will become Brussels’s number one visitor attraction, rivalling the Heineken and Guinness tour experiences. (Updated 31 July 2023)