Presentation
Stars of the Heineken collection 1/8
stars of the Heineken collection stars of the Heineken collection stars of the Heineken collection stars of the Heineken collection stars of the heineken collection
Stars of the Heineken Collection explores 150 years of company history through a collaborative selection of 100 highlights from the Heineken Collection. These so called ‘Stars’ are the face of the Collection and they will be shared via a coffee table book and stories on the renewed Heineken Collection website.
In 2019, copywriter Marie Baarspul started writing the stories behind our 100 carefully selected objects. Furthermore, we chose a publisher, designer, photographer and translator for the book. The coffee table book will be published in 2020.
EXHIBITIONS2/8
EXHIBITIONS EXHIBITIONS EXHIBITIONS EXHIBITIONS EXHIBITIONSBrand Floor
First tv commercial Heineken in the Heineken experience. As of 2019, the Heineken Experience displays the very first Dutch Heineken TV commercial from 1968, made by the Joop Geesink Dollywood Studio’s.
Through a tunnel of green light, visitors walk towards a big screen that shows the black and white commercial on a loop. What stands out most is the very catchy tune you can hear over the speakers: “Heerlijk Helder Heineken!” Many people leave the Heineken Experience humming the tune.
Louise Geesink, daughter of Joop and keeper of his legacy, has graciously granted us permission to re-use this wonderful material that has been a very important part of our collection for a long time.
Our gratitude goes out to the Development & Innovation team of the Heineken Experience. They always come up with new, innovative ideas to bring the rich history of Heineken to life. We are very proud that this piece of history now resides so prominently in the Heineken Experience.
Activations 3/8
Activations Activations Activations Activations ActivationsFor the annual ‘Friends of Amstel’ workshop, an event that brings together Amstel brand managers from different parts of the world, the HCF helped revive a sixty-year old Amstel tradition: Les Chevaliers de la Bière.
To create historical awareness and stimulate a sense of community, the Global Amstel team decided to reinstate this exclusive club of Amstel-connoisseurs as ‘the Knights of Amstel’. During the workshop, we introduced the ritual and its backstory.
Afterwards, all members of the Friends of Amstel community were knighted, using the original insignia from the collection.
In June, the HCF hosted a press tour in collaboration with Heineken USA. A group of American journalists and influencers got a behind the scenes experience of the Heineken Collection depot. The journalists also visited the Heineken brewery in Zoeterwoude and the Heineken Experience.
Loans4/8
Loans Loans Loans Loans Loans
The largest loan in 2019 consisted of 32 objects of Brewery De Ridder in Maastricht, for the exhibition Brouwers aan de Maas in the mouthuis of Brouwerij Bosch in Maastricht, which was held from 5 May to 10 June.
An Amstel tankard from the ‘Amstel pullenactie’ of the 1950s was lent as a model for the making of reproductions used at the celebration of 20 years music festival ‘Amstel Live’.
RESEARCH5/8
RESEARCH RESEARCH RESEARCH RESEARCH RESEARCHJobbe Wijnen, a researcher on heritage and archeology, used the Heineken Collection to study which types of pull-tabs of beercans existed through-out history.
Visiting Heineken Collection Foundation for research on cans and pull tabs for Pull Tab Archeology Project. Thanks for a great historical collection!!!
Jobbe Wijnen
At the request of Stadsherstel Historisch Rotterdam, Polderman conducted extensive research into the architectural history of the former Heineken brewery in Rotterdam. The agency studied historical building plans from the Heineken Collection and visited the city archives of Amsterdam. The final research report was added to the HCF library.
The latest commercial of Heineken Netherlands revolves around a typically Dutch phenomenon: a beer crate. The commercial shows how the Dutch have repurposed beer crates throughout history. The HCF conducted background research and supplied crates and bottles.
Talks & lectures6/8
Talks & lectures Talks & lectures Talks & lectures Talks & lectures Talks & lectures-
HEINEKEN HEAD OFFICE
During our quarterly Learn@Lunch sessions we immerse Heineken Head Office employees in the rich history of Heineken. We have organized four sessions at the Heritage Quarter where one of the Heineken Collection specialists shares a story about an object, image, commercial or movie from the collection. The talks were dedicated to the first alcoholic beverage commercial on Dutch television in 1968, the creation of the Wobo and to visual archeology – addressing the question of how to use the photographic collection to tell the right story. During the final session, we organized guided tours through the Heritage Quarter.
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EXTERNAL RELATIONS
The annual fall meeting of the ‘Vereniging Bedrijf en Historie’ (Association Company & History) took place at the Heritage Quarter. Two members of the Heineken Collection team gave a presentation. During our quarterly Learn@Lunch sessions we immerse Heineken Head Office employees in the rich history of Heineken. We have organized four sessions at the Heritage Quarter where one of the Heineken Collection specialists shares a story about an object, image, commercial or movie from the collection. The talks were dedicated to the first alcoholic beverage commercial on Dutch television in 1968, the creation of the Wobo and to visual archeology – addressing the question of how to use the photographic collection to tell the right story. During the final session, we organized guided tours through the Heritage Quarter.
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EDUCATION
A guest lecture at the Erfgoed Arena, hosted by students of the Reinwardt Academie, a Dutch institution for higher vocational education in cultural heritage.
A visit by master students of the UvA programme ‘Preservation & Presentation of the moving image’. This will be an annual event.
A guest lecture for a group of international master students of the GLOCAL Summer school, organized by the Erasmus University.
A guest lecture for master students following the course ‘Place, Culture and Tourism’ at the Erasmus University.
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HEINEKEN EXPERIENCE
Heritage Classes for the flex-employees working in the Heineken Experience.
During these classes, the students get more in-depth knowledge of the Heineken history. We have developed basic and advanced classes to cater to the different needs within the team. The HCF has repeated the Learn@Lunch sessions for all Heineken Experience employees.
MEDIA7/8
MEDIA MEDIA MEDIA MEDIA MEDIA MEDIA MEDIAGemaakt in Nederland, a TV series about iconic Dutch companies and brands, dedicated an episode to Heineken. Demelza van der Maas (Collection Manager) spoke with presenter Katja Schuurman about the history of Heineken at ‘Die Port van Cleve’ in Amsterdam.
They also visited the Amsterdam City Archives to see the famous letter that Gerard Adriaan Heineken wrote to his mother, contemplating whether he would buy a brewery in Amsterdam. The episode included historical footage from the Heineken Collection. Brew master Willem van Waesberghe addressed Heineken’s brewing process. Katja Schuurman even flew to Patagonia to talk to Diego Libkind, the discoverer of the mother yeast of Heineken’s A-yeast.
Het Parool
Demelza van der Maas was interviewed for Analyse, the commercial supplement of Dutch newspaper Het Parool.
IP magazine
IP, a magazine for information specialists, featured an interview with Demelza van der Maas. The interview focused on the fact that the HCF was the first corporate collection to sign the Digital Heritage Manifesto of the NDE. Bekijk het artikel
Digital8/8
Digital Digital Digital Digital Digital Digital DigitalDIGITAL INFRASTRUCTURE
The HCF digitized and registered approximately 1,100 building plans. These plans were rediscovered when the collection was moved out of the Heineken Experience for the construction of the Heritage Quarter in 2018. Now they are digitized, the plans are accessible for research and reuse.
Near the end of 2019 the HCF started the digitization of a series of periodicals that were not yet available online. This effort ensures that a large part of the Amstel periodicals can be used for future research.
The data that is stored in TMS and Memorix is made available for external use by way of an API. As of this moment, only the Heineken Collection website is using this facility. Making the data externally available provides possibilities to create applications by the Heineken Experience or other user cases within the heritage sector. The technological developments in this field are still ongoing and followed closely to offer optimal accessibility in the future. The HCF is making preparatory steps to see which modifications are necessary in the future to adhere to commonly accepted standards. This in turn, will facilitate a much better collaboration.
These 1100 building plans uncover a wealth of historical information.
Demelza van der Maas
Collection ManagerThe second phase of the website has been a long and at times challenging process. Connecting the information from the different databases to create a uniform view on the website has been a challenge. The availability of more detailed information however transforms the website into a more mature heritage podium. The added functionality for the search ability of the website and the possibility of saving a personal selection from the collection will improve the experience of our biggest target group, Heineken employees.
Adding functionality to the website remains a continuous process. Every year we will evaluate the newest developments in technology and design and we will make a conscious decision to add them to the website.
BEHIND THE STAR
Like previous years, the HCF created a new set of video stories in collaboration with the Global Corporate Affairs department called ‘Behind the Star’.
These stories show how Heineken became the company it is today. This year, the episodes featured stories about the Heritage Quarter, the history of Amstel, the WoBo, safety, the introduction of the computer at Heineken and an expedition to the South Pole.
WORKPLACE
Workplace is an internal digital and mobile collaboration platform for Heineken colleagues worldwide.
Since the launch in August 2017 it has become the most important communication tool for Heineken employees. For the Heineken Collection team it also is a good source for collecting information.
The video stories of Behind the Star were posted on Workplace. The HCF team also posts about remarkable acquisitions like the bronze portrait of managing director Berkemeijer that was found in the dumpster, and a commemorative silver plaque from 1919.
AUDIOVISUAL
Our audiovisual curator worked on two titles at the National Institute of Sound and Vision: ‘Frankie Fit Does it Again’ (1954) and ‘Geen halve maan(t)regel/Makers of History’ (1955).
The elements/cans we want to keep and dispose of were selected. The kept film roles were repacked in new vented cans and can be assessed if the film needs preservation on film and/or digitization.