Sandenburg Experiences, a specialist in developing, designing and realising memorable customer experiences, brought together a group of leading attraction developers for the Balashi Beer Experience in Aruba, located within Gloria, the island's largest multi-entertainment complex.
Now, Gloria has announced that the new cultural attraction will open in the last quarter of 2026.
Guus Slabbekoorn, group CFO of MetaCorp (middle), Shensly Tromp, group COO of MetaCorp (right), and Markus Konings, CEO of Sandenburg Experiences, in front of the attraction's landmark beer tank.
Image courtesy of Sandenburg ExperiencesInitially announced in early 2025, the experience has progressed to its final development stage with on-site installation commencing. This important milestone was marked by the installation of the landmark towering beer tank.
A new chapter for Gloria
The upcoming Balashi Beer Experience represents a new chapter for Aruba’s multi-entertainment complex, Gloria. It caters to the increasing demand for indoor, air-conditioned attractions on the island.
The 120-minute experience will enhance entertainment options and encourage longer visits to the complex, creating synergy with existing venues such as The Movies, Starbucks, PF Chang’s, and Olive Garden.
This will also reinforce Gloria’s position as a prime destination for a day out.
The Caribbean island of Aruba, originally called Isla Inútil — Spanish for “Useless Island” — has a rich beer-brewing history. Alongside Balashi’s master brewer, Buchi, visitors learn how the Arubans transformed this unlikely island into the origin of a renowned beer.
Guests can explore elements that show the beer making process including the growing of hops
Victor Schade, creative director of Sandenburg Experiences, says:
"The origin story of Balashi is metaphorical for the ‘Happy Island’ culture. It reflects passion, hard work, resourcefulness, and the importance of family. So, besides being an experience about a unique beer, it is equally an experience about Aruba and its warm and welcoming people.
"And unlike other beer brand experiences, such as the Guinness Storehouse or the Heineken Experience, this attraction will be fully themed."
The walk-through experience features 12 distinct scenes where guests explore iconic Aruban themes like Cunucu houses, the Caribbean Sea, and Arikok National Park.
To animate the story, the attraction uses various techniques, including live-action media, immersive video projections, scenic décor, special effects, interactive exhibits, and gameplay. Ticket purchase includes two free Balashi beers.
Industry experts
MetaCorp, Aruba’s oldest company with a varied business portfolio, launched this new project and, to advance indoor entertainment on the island, it teamed up with Sandenburg Experiences.
With over 25 years of history, Sandenburg Experiences has worked with international brands including Heineken, Albert Heijn, Tony’s Chocolonely, VodafoneZiggo, Royal Delft, Unilever, and Diebold-Nixdorf.
As a leading experience design agency in Western Europe, based in Amsterdam, Sandenburg specialises in masterplanning, concept development, and the implementation of experience ideas for leisure spots, brand experience centres, retail, and the foodservice sector.
The beer brewing process is brought to life in a series of immersive and interactive ways
Sandenburg Experiences assembled a top-tier consortium of leading immersive attraction developers, including Jora Vision, Lagotronics, Shosho, Mr Beam, Kiss The Frog, Redie Interieurs, and TDAC.
The group also partnered with various local firms, like Wings Global Media, a well-known Aruban video production company.
Markus Konings, CEO of Sandenburg Experiences, says:
“We have brought together some of the leading players in the attraction industry to create this one-of-a-kind brand experience for the Caribbean. We look forward to welcoming island visitors, the local Aruban community and professionals from the leisure industry across Central and Latin America to experience it firsthand.”
Sandenburg Experiences also recently announced that it is creating a new family attraction in Scheveningen, the Netherlands' most popular seaside resort. Located on the popular beach and boulevard, this new attraction will build on an existing base of 17 million visitors each year.
