Sandenburg-DST, a specialist in developing, designing and realising memorable customer experiences, has announced that it is creating a brand experience for Balashi, a beer brand based on the Dutch Caribbean island of Aruba.
The experience will be located in Oranjestad, the island’s capital, in an expansion at the Gloria multi-entertainment complex, where it joins a range of attractions.
The Balashi Beer Experience combines the history of the beer brand with the story of Aruba, known as “One Happy Island”. It is expected to open in 2026.
Sense of place
Aruba welcomes around 2 million visitors annually, with most guests travelling from America. Although the island has a large choice of places to stay, there are limited daytime recreational activities beyond the beaches. The Balashi Beer Experience seeks to meet Aruba’s need for high-quality daytime attractions.
The project was initiated by client MetaCorp, the oldest company in Aruba. The Gloria complex and Balashi brewery are among the holding company’s diverse portfolio of businesses on the island and beyond. With over 100 years of expertise, MetaCorp contributes significantly to the country’s economic growth and innovation.
Markus Konings, CEO of Sandenburg-DST, says: “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 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.”
The new attraction, covering 1,300 square metres, will cater to tourists, cruise passengers, and Aruba’s 100,000+ residents.
The walkthrough experience will unfold across nine scenes, which guide visitors on an adventure to uncover the essence of Balashi and “One Happy Island.” Scenography, film, music, special effects, displays, and activities will bring the story to life, with a tasting to conclude the experience. The venue will also feature a competitive socialising zone, a themed bar, and a shop.
