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 40 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.