Heineken Collection Foundation

Annual report 2018

ANNUAL REPORT 2018 CONTENTS

3 5 CHAIRMAN’S MISSION STATEMENT & VISION

6 COLLECTION MANAGEMENT 8 Strategic Goals 16 Storage & Conservation 10 Facts & Figures - Heritage Quarter 12 Art Collection - Brand Collection Wylre 13 Acquisitions - Active conservation & preservation - Vrumona - Registration 20 1 PRESENTATION 40 22 Heritage Quarter 29 Digital 26 Stars of the Heineken - Digital infrastructure Collection - Behind the Star 27 Activations - Audiovisual 27 Loans - Workplace 27 Research - TAPP 28 Influencers

32 36 MANAGEMENT FINANCE 34 Organisation 38 Profit and loss statement 34 Board 39 Balance sheet

Backcover COLOFON CHAIRMAN’S STATEMENT

Since 2016 the Heineken Collection Foundation (HCF) has set the following objectives:

• Full documentation of the collection and implementation of a digital strategy for its inventory, incl. the creation of a new website; • Realization of a totally new collection depot within the Heineken Experience facilities incl. a visitor center; • Activities to present items of – and stories about – the Heineken Collection, through lectures, meetings, exhibitions, articles, etc., etc.;

On all three objectives significant progress has been made in 2018. On 27 November 2018 Mrs. Charlene de Carvalho and Mr. Jean-François van Boxmeer officially opened the new Heritage Quarter. This is more than just a collection depot. Due to its set-up, it also increases the visibility of the collection and stimulates the sharing of the collection with guests of the Heineken Experience and with our target audiences. The board of the HCF would like to thank Mrs. de Carvalho for her 3 continuous encouragement, Mr. Van Boxmeer for his very personal input, the Executive Board of Heineken N.V. for its financial support 40 and Mrs. Lieke Westendorp – managing director of the Heineken Experience – for her very close daily involvement and guidance. In this very active year a lot of work had to be handled simultaneously. This put a strain on all persons involved. The board would like to thank the collection manager – Mrs. Demelza van der Maas – and her team, for the professionalism and enthusiasm of their activities and for their hard work and dedication. The HCF will continue to inform and inspire a worldwide audience by preserving, collecting and sharing compelling and authentic objects connected to Heineken – the company, the brand and the family.

Heineken Collection Foundation

Maarten H. Rijkens Chairman

Design for poster ‘De Hooiberg’ by J.C. Greive - 1869 MISSION THE HCF PRESERVES AND PRESENTS THE HERITAGE OF HEINEKEN

VISION

The HCF wants to inform and inspire a worldwide audience by preserving, collecting and sharing compelling and authentic objects and stories about Heineken 5 (company, brand & family) and certain incorporated breweries. 40

Through the promotion of knowledge, understanding and enjoyment of the Heineken Collection, the HCF enriches the understanding of Dutch entrepreneurship in a global context.

Poster of the 1928 Olympic Games in Amsterdam 6

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COLLECTION MANAGEMENT STRATEGIC GOALS In line with the Strategic Plan 2017-2021, four strategic goals defined our work in 2018: - PROJECT BASED INVENTORY AND DOCUMENTATION 8 OF OBJECTS AND STORIES.

40 - REALIZATION OF SUSTAINABLE ACCOMMODATION - IMPROVING QUALITY AND COHERENCE OF THE COLLECTION - INCREASING VISIBILITY OF THE COLLECTION AND STIMULATING AUDIENCE ENGAGEMENT. COLLECTION MANAGEMENT LOANS OBJECTS IN TO THIRD HAYSTACK 4 PARTIES 36 ACQUISITIONS TOTAL NUMBER OF OF NEW OBJECTS, APPROX.: OBJECTS CA. 250

10 OBJECTS 11 40 12 IN HENRY’S 120,000 40 OBJECTS IN RESTORED EXHIBITION 200 OBJECTS HERITAGE 1 QUARTER NEW REGISTRATIONS IN TMS 726 COLLECTION MANAGEMENT ACQUISITIONS NUMBER OF ACQUISITIONS IN 2018: century, when the Society had 6 PURCHASED OBJECTS only 3 members left. In 1933 APPROX. 250 NEW OBJECTS Henry Pierre Heineken donated the cabinet to the Society of The most important acquisition Dutch Brewers. In 2018 this of 2018 was the 18th century Society moved to new, smaller archive cabinet of the Society offices and gave the historical of Amsterdam Brewers. cabinet back to the HCF. The This cabinet came into the cabinet now has a place of possession of Gerard Adriaan honour at the Heineken Head Heineken at the end of the 19th Office in Amsterdam. Archive cabinet of the Society ART COLLECTION Poster to commemorate the first shipment of Amsterdam of Heineken beer to the USA Brewers 12 After the reorganization of the storage of 13 the Heineken Netherlands art collection in 40 Zoeterwoude in 2017, the art loan library has 40 been a modest success.

Due to the reorganization of The art works from Rotterdam Heineken Netherlands and were added to the art-loan subsequent transference of library. Among these art Heineken Netherlands’ sales- works were several paintings and distribution units to Sligro by Piet Cottaar, an etching over the course of 2018 and of the skyline of Rotterdam 2019, the HCF has made an in 1903 by Aart Bijl and an inventory of all the items of Art Deco clock donated by (art)historic interest that are Heineken’s office staff in 1923. kept in these units across the country. The HCF plans In late 2018, Heineken Campaign ‘The beer is good again’ to move these objects to the Netherlands announced collection storage in due the move of its offices from time. Because the Rotterdam Zoeterwoude to new unit was the first to close, the locations. This means that HCF had to move the objects the HCF has to look for a new already by the end of 2017. location for its art storage. COLLECTION MANAGEMENT

Thanks to the Dutch Brewers, the distribution centre in Rotterdam are typical of the pub-culture of Eyecatching HCF was also able to add a large were transported to a temporary Amsterdam, but they are steadily purchase Delft poster from the 1950s advertising storage location. Two posters disappearing because of blue plate campaign ‘The beer is good from the distribution centre the ongoing modernisation again’ (Het bier is weer best) to Houten were moved to of the city. its collection. Amsterdam. One of those commemorates the first shipment The audio visual collection Another interesting, modern of Heineken beer to the USA after was enriched with many donation was a branded coolbox the end of Prohibition in 1933. digital films that came in of the Indonesian brand Bintang A large reproduction of this from the Amstel teams of 2000-2005. The most eye- poster is now in the exhibition world wide (UK, Greece, catching purchase of 2018 was a in the Heritage Quarter with an Vietnam). Delft Blue plate that was made original export box in front of it. to commemorate the departure The other objects still remain in Furthermore, the of Heineken Board member jhr. place. American Heineken Pieter Cornelis Feith on the 17th of campaign with Benicio December 1965. On the rim many The HCF also acquired a series del Toro and Willem van signatures of Heineken’s directors of five photos that are part of Waesberghe from 2017-2018 are present, including that of a project called KOPSTOOT, was added to the collection Freddy Heineken. by Willem Pijffers and Emilio as well as the Dutch national 14 Brizzi. These photos feature campaign of Heineken 0.0% which KOPSTOOT, Café ‘Het Papeneiland’ 15 The HCF registered about 200 the exteriors of five prominent, went live in 2018. by Willem Pijffers and Emilio Brizzi 40 historical objects in Heineken’s traditional Dutch cafés in the 40 sales- and distribution centres. centre of Amsterdam. 37 objects of the sales- and These so-called ‘brown’ café’s

KOPSTOOT, Café ‘De Engelse Reet’ by Willem Pijffers and Emilio Brizzi COLLECTION MANAGEMENT

MOVING BACK APPROX. 120,000 ITEMS IN 7 FULL DAYS STORAGE & BY 5 PERSONS CONSERVATION

Work in progress HERITAGE QUARTER 16 In 2016 the HCF made applications to the Executive renovation. The renovation work Heineken. These objects were 17 Board of Heineken N.V. for increased funding of its took approximately 9 months. cleaned and restored when 40 operational activities and for the investment in a In September 2018, 120 000 needed. For example, 40 new depot for the collection. collection items were moved 12 historic light boxes were back into the brand new depot revised, replacing the old The climate on the 5th floor of the Heineken lighting with LED-illumination. controlled depot Early 2017, the Executive Experience. This complex Board decided to invest in operation took 5 movers and the Heritage Quarter, a new 7 full working days. The HCF depot and visitor centre for the is delighted with the Heritage Heineken Collection, located Quarter, which includes a state on the 5th floor of the Heineken of the art, climate controlled Experience. storage, a quarantine room and a studio, a dedicated space Most of 2018 was dedicated to where we can receive guests. the preparation and execution of Especially the storage conditions this exciting but also challenging of the collection have improved project. From January until significantly. mid-September 2018 the HCF The new exhibition in the team was based at the Head Heritage Quarter includes 200 Right: Installing Office of Heineken at the Tweede objects, including reproductions, the staircase Weteringplantsoen due to the which represent the history of COLLECTION MANAGEMENT

BRAND COLLECTION WYLRE The Heineken Collection includes approximately 4000 objects that bear witness to the long and rich history of the Brand Brewery in Wijlre. Part of the Brand Collection can be seen in the brewery museum called ‘t Brandgeveul’.

ACTIVE CONSERVATION AND PRESERVATION REGISTRATION Conservator Lulu Welther restored an information In 2018 the Heineken Collection 18 sign of the Heineken Brewery in Rotterdam. The team started to write the 19 sign mentions that the personnel may only use the Collection Plan, which gives 40 beer vending machine. This sign can be seen in the direction to the collection 40 exhibition in the Heritage Quarter. management for the coming years. The preservation and documentation of Heineken Design for company news reels Kijkglas and Glashelder, which This document is important advertsing started in 2017, was finished this year. for the professionalization of campaign 12 historic Heineken and Amstel light boxes were the way the HCF manages the ‘Mooi bier!’ revised, replacing the old lighting with LED- Heineken Collection. Next to our (Beautiful Beer) illumination. 217 metal and plastic packagings, collection profile and selection mainly beer cans, went to Helicon Conservation criteria for the acquisition of However, the majority of this the Brand Collection to another Support to be emptied. Emptying this packagings new collection items, it includes collection was stored in the location. Today the Collection prevents corrosion of the metal and deterioration cleaning and safety procedures former Pastorie building which is professionally stored in of the plastics might otherwise cause leakages and and guidelines for registration is also located on the Brand Maastricht. In the coming years damages. and documentation. brewery premises . In November the HCF will decide whether of 2018 Heineken Netherlands the Collection will stay there or VRUMONA decided to turn the Pastorie into if it will be moved to another The HCF has advised on the storage, reservation, a Brewpub and store for Brand storage elsewhere in the documentation and presentation of (part of) beer. Therefore, the Heineken Netherlands together with other the Vrumona archives and collections that were Collection was asked to move Heineken Collection objects. discovered in the Vrumona head offices in Bunnik. 20

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PRESENTATION PRESENTATION

after the first brewery Gerard At the end of November Adriaan Heineken bought in the 2018, the Heritage Quarter centre of Amsterdam in 1864. was officially opened by The other bar is called Henry’s Mrs. Charlene de Carvalho- after Henry Pierre Heineken. Heineken, Executive Member 22 Because Henry Pierre Heineken of the Board of Directors of 23 had a PhD in chemistry, this Heineken Holding N.V., and 40 HERITAGE QUARTER bar was made to feel like a Jean-François van Boxmeer, 40 laboratory. To complete the CEO and Chairman of the After an extensive renovation the Heritage Quarter theme, some original laboratory Executive Board of Heineken N.V. on the 5th floor of the Heineken Experience is a fact. objects are on display. In the Heritage Quarter, the Heineken collection takes centre stage. The walls and ceilings of the old brewery were stripped, uncovering tangible traces Left: Mrs. Charlene de Carvalho-Heineken and right: Mr. Maarten Rijkens, of over 150 years of brewing history. Chairman HCF

The heart of the Heritage objects like the first shares and Quarter is the climate- the golden medal that Heineken controlled glass depot. From won at an international trade several angles, guests can exposition in Paris in 1875, and look into the depot and enjoy is still featured on the Heineken the stored collection items. label today. Moreover, in an open exhibition The Heritage Quarter also area, over 200 objects tell includes two new bars, both the (hi)story of the Heineken with a historical touch. The first company in 7 themes. Think of one is named The Haystack, COLLECTION MANAGEMENT

The Heritage Quarter could not have been realised without the hard work and support of the following companies:

Ideal Projects for their design and implementation of the complete floor; Heijmerink & Wagemakers for the exhibition construction; Bruynzeel Storage Systems for their mobile shelving and roller racking; Beeldwerk Sign Support for all reproductions and the revision of the light boxes in the exhibition; Charlie Smid for the 25 concept of the exhibition in 7 themes; Helicon Conservation 48 Support for their advice about the design of the depot; P.A. van Rooyen for the relocation of the majority of the Heineken Collection objects; IJbouw: the construction company of the Heineken Experience and also of the Heritage Quarter; Heijmans for their technical services and infrastructure.

And last but not least the Development & Innovation department of the Heineken Experience for their great contributions, advice and support to make the Heritage Quarter what it is today.

Our special thanks to all of them!! PRESENTATION STARS OF THE ACTIVATIONS LOANS The HCF made historic audiovisual Because of the temporary HEINEKEN footage available as well as images and absence of the Collection audio fragments for a documentary film in Amsterdam there was COLLECTION about the Heineken Stables and their a general loan stop in famous Shire horses. 2018. There were a few exceptions: In our ongoing project The Stars of the Heineken Two Amstel chairs from the Collection, 150 years of external storage went on loan company history is explored to Biermuseum De Boom in through a collaborative Alkmaar. A few Wobo’s were selection of highlights from lent to the exhibition Habitarium the Heineken Collection. at La Condition Publique in Friends of the HCF chose their favourite object Roubaix from end of March till beginning of July 2018. Together with prominent Heineken leaders, the Heineken Collection team 26 has chosen one hundred Stars of 27 the Heineken Collection. These very 40 special items and their stories will be 40 published on our website and in a coffee RESEARCH table book, that is planned for 2020. In addition to this a number of friends In 2018 intern Ana Francisca Bernardo of the Heineken Collection choose (a Master student in Communication their favourite collection item from at the Universidade Nova de Lisboa) which a number will become visible researched the communication on the new website. In November we strategy of the HCF on digital platforms therefore invited former employees as like the Heineken collection website, well as persons who have been closely several social media outlets, Workplace associated with the HCF to choose their and TAPP. favourite. Her master thesis is called ‘How to Communicate Heineken Collection on Digital Platforms: Workplace and www.heineken­collection.com’ and is available at the Heineken Collection library. PRESENTATION

Demelza van der Maas shows the Heritage Quarter INFLUENCERS

On November 22nd, the Visual of the new website 28 Heineken Experience 29 hosted an exclusive event 40 for a selected group of DIGITAL 40 14 photographers and influencers, in order to promote our newest area DIGITAL INFRASTRUCTURE files. Enriching the digital files – the Heritage Quarter. In 2018 the HCF saw the with metadata (information) continuation of updating our helps in searching in the The guests were invited a few days new digital infrastructure. The DAM system but also in the prior to the official opening and the HCF updated their version of usability for other applications programme involved a presentation the TMS collection registration by publishing the information by Demelza van der Maas - software to TMS 2017. The through an API (Application Heineken Collection Manager, a ingestion of digital files from Programming Interface). tour through the exhibition, a beer the old DAM system to the new Near the end of 2018 the new tasting session in the hidden bar system lead to a much needed Heineken Collection website Henry’s, as well as a dinner in the clean up. In general, the HCF was softly launched with a new Haystack. The event resulted in the looks critically at identical digital design and the possibility to generation of multiple beautiful files and deletes the ones that have all the digital files in our photographs of the space and it are a true one-to-one copy, old DAM system available online was successful in reaching more metadata are corrected and in an image bank. For the than 1 million people on Instagram. new metadata are added to the moment, the image bank on

Henry’s PRESENTATION BEHIND THE STAR the website uses keywords In addition to the first and titles to search for files. series of 12 video stories Searching through all the in 2017 another 3 video available information from stories were created different databases is in in 2018. These 3 were progress and needs some made together with additional programming. At the Corporate Affairs 7,500 IMAGES, the time of the soft launch the department of Heineken content of the old website was and shed more light on 275 VIDEOFILES copied to the new website. New bubbles, logistics and the functionality will be added to Heritage Quarter. AND 38 FILES the new website in different IN NEW DAM stages, keeping an eye on new developments in technology and These stories were posted SYSTEM the demand from users. on the internal website of Heineken and on Workplace. Image of the By the end of 2018 the new Furthermore, these ones will also Heineken Collection DAM system contains over 7.500 be shared on social media, like Workplace group images, 275 video files and 38 InstagramTV of the Heineken They will present these films on 30 audio files. For the new website Experience. their website and will share any 31 a start was made with the new information they would 40 translations of the objects-records AUDIOVISUAL receive from that. 40 in TMS. 80% of the AV records Our audiovisual curator worked have been translated at the end at Sound & Vision (Beeld & WORKPLACE of 2018. Geluid) on titles ‘The World of On Workplace, a worldwide Heineken’ (1976) and ‘Dimitrios, internal digital and mobile is that you?’ (1992). The elements collaboration platform, the HCF that are important for the long has its own group which every term survival of these titles were Heineken employee worldwide selected and repacked in new, can join. Within this group we ventilated cans. Subsequently, share stories, pictures and films they were catalogued in TMS about 150 years of Heineken and in the database at Sound & history. Vision. Finally, the films were put back in their film depots. TAPP The HCF continued posting In 2018 the HCF donated digital on a regular basis of twice a copies of the amateur films “MBL month with stories, photographs 1953” (1950-1953) and “Tiger and videos on TAPP, an app Brewery 21 Years” (1952) to the for Heineken personnel in the National Archives of Singapore. Netherlands. 32

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MANAGEMENT ORGANISATION

The HCF has no staff and the board works free of charge. The collection manager – who is responsible for the day-to-day management - is seconded by Heineken NV as well as the coordinator and digital asset curator.

The HCF also hires freelance experts for collection registration, conservation, restoration and research. In 2018, the team consisted of:

Collection manager Demelza van der Maas Coordinator José van Rijk Digital asset curator Olaf Slijkhuis Registrar objects, depot 34 & loans coordination Marieke van Vlierden Registrar audio-visual collections Frédérique Urlings 40 Registrar digital assets Ron Kolle Registrar Brand collection Marijke de Bruyne BOARD

Chairman Maarten Rijkens Treasurer Michael van Oene Secretary Gervaise Coebergh Member Ellen Fleurbaay 36

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FINANCE FINANCE

PROFIT AND LOSS STATEMENT BALANCE SHEET

2017 Restated* 2018 2017 2018 Income Donations € 89,300.- € 89,300.- Assets Purchased Additions Licenses - - to Collection € 11,289.- € 4,754.- Publications - - Website Development - - Other Income - € 48.- Cash € 142,264.- € 190,324.- € 89,300.- € 89,348.- VAT € 5,191.- € 5,943.- Accounts receivable - - Expenses Restoration & Purchase € 125.- € 3,171.- Total Assets € 158,744.- € 201,021.- Publications - - 38 Literature & Subscriptions € 510.- € 75.- Liabilities Accounts payable - - 39 Fees € 57.- € - Facilities - - 40 Office costs € 466.- € - Total liabilities - - 40 Other (incl. bankcosts) € 180.- € 463.- Exhibitions - - Equity € 158,744.- € 201,021.- Projects total € 2,825.- € 43,362.- € 4,163.- € 47,071.-

Result € 85,137.- € 42,277.-

* please note the P&L of 2017 is restated to display the figures without accruals previously taken under ‘Projects Total’ for ‘new website’ digitalisation of objects’ and ‘Stars of the Collection’. These expenses did not materialize in 2017 due to shifted organisational priorities.

ANNUALREPORT 2018

COLOFON

A HEINEKEN COLLECTION FOUNDATION PUBLICATION

Heineken Collection Foundation P.O. Box 28, 1000 AA Amsterdam

THE ANNUAL REPORT CAN BE DOWNLOADED AS A PDF AT: www.heinekencollection.com

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COPYRIGHT: Heineken Collection Foundation (unless otherwise stated)

PHOTOGRAPHY: Twycer, @amsterdamcanals and @brian_sweet

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