Sarner International, the leading experiential design expert, has been appointed by East Staffordshire Borough Council to lead the initial visitor experience design stages for the Brewery Heritage & Social History Experience in Burton-upon-Trent, UK.
The new immersive visitor attraction seeks to revitalise the town’s reputation as the birthplace of IPA and honour its significant contribution to brewing history.
Brewing & beyond
The experience will spotlight Burton’s history as a world leader in beer production, explore the art and science of beer brewing, and highlight the town’s social fabric through a combination of cutting-edge technology, captivating storytelling, and interactive features.
Visitors will be taken on a sensory journey into the town’s captivating brewing history and will discover the ‘waters of life’, Burton’s distinctive, naturally mineral-rich water. Not only is this water a valuable resource, but it is also the vital component that gives Burton’s beer its unique flavour and unrivalled quality.
In addition to the brewing process, the attraction will explore wider themes of innovation and sustainability. The experience honours Burton’s brewing heritage by highlighting traditional brewing methods, the development of beer packaging, and the town’s role in revolutionising beer production. It will also delve into Burton’s social fabric, including stories about local traditions, noteworthy personalities, and daily life.
Bradley Wynne, Sarner’s creative director, says: “This experience extends beyond brewing, capturing the human stories and community spirit behind Burton’s legacy, showcasing narratives of ordinary people, historical figures, and international influences to humanise both the brewing industry and the town’s social history. Our goal is to create an immersive, transformative experience that celebrates Burton’s past and showcases its standing as a global brewing hub.”
Championing the brewing industry
In order to create an experience that will elevate Burton-upon-Trent’s brewing heritage on a global scale, Sarner is collaborating with Franklin Ellis, Everards, and the client, East Staffordshire Borough Council, to enhance the architectural and spatial design for the attraction’s location, the historic Bass House. The initiative will also launch the first Brewing Enterprise Centre in the UK, a cutting-edge facility aimed at assisting emerging brewers and promoting the future of the sector.
Cllr Rob Hawkins, cabinet member for regeneration and development, says: “With each week, my excitement for this project grows as I can see the potential of the reimagined Brewery Centre as a true destination where people can not only engage with brewing from a historic perspective but also learn about the future of brewing and how modern technology is being used within the industry.”
The Brewery Heritage & Social History Experience will highlight Burton as a historic and innovative brewing centre and is set to become an iconic visitor attraction. It follows a series of recent Sarner projects that highlight industrial heritage in the beverage industry, including the Calvados Experience in France and the Farsons Brewery Experience in Malta.
Also in Malta, Sarner and Simtec Systems recently announced that they are working on a new project for Mercury Towers. The immersive visitor attraction will take visitors on a journey through Malta’s history and explores the islands in the present day. It offers a creative combination of entertainment and learning, with an immersive dark walk experience, an interactive exhibition, and Malta’s first flying theatre ride.
