HopfenBierGut
Hopfen and Beer – The town of Spalt (south of Nuremberg) lies in the heart of a German hop-growing region that is not only rich in tradition but also home to a truly unique brewery. A 500-year-old granary in the town houses a modern museum full of interactive installations.
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The museum’s interior has been designed in a neutral way so that it blends into each space and enhances the atmosphere. This was achieved by using different perspectives to guide the visitor’s attention, allowing the two-storey exhibition to give the city’s history a sense of authenticity and presence. To engage visitors’ perception, their senses are stimulated through interactive exhibits, each assigned to one of four thematic areas of the exhibition. Active immersion in the experience helps broaden the understanding of the individual elements and elevates the exhibition to a new level.
Modern media are used to introduce each theme, starting with an oversized interactive fold-out map that takes visitors on a virtual tour through the city. Just as the annual cycle of hop cultivation determines the rhythm of the town and its inhabitants, a “panorama of the hop year” brings its natural cycle to life through a 180° video. Visitors are taken on a journey through time, following the twelve months of hop cultivation in a traditional town like Spalt.
In the area dedicated entirely to brewing, visitors can step inside a giant brewing kettle and learn more about the biochemical processes taking place. An interactive beer table explores beer cultures from different countries to which Spalt hops are exported, and where this unique hop finds its way into brewers’ recipes. To visualise this process, a beer bottle is placed on a sensor, triggering a virtual journey on the media screen that extends across the entire tabletop. The table is then set, presenting a wealth of interesting facts and anecdotes about the culture and history of beer in each country.
