Briefing Create a relevant museum/experience for Lucas Bols and all of its brands.
Insight To create a truly valuable and relevant environment for the brand, we realized we shouldn’t make a museum – that would be too focused on the past – nor should we create an experience – that would be too commercial. Instead it should be a brand expression, showing the true identity of the company.
Concept In 2006, Lucas Bols returned to Amsterdam – the city where it all began in 1575. Now the five-storey building opposite the Van Gogh Museum not only houses the Lucas Bols Head Office, but on 31 March 2007 it threw open its doors to reveal the House of Bols and the Bols Bartending Academy. The House of Bols cannot be categorized as a museum or brand attraction, but is in fact a fascinating 600m2 experience in its own right.