Balashi Bar

Sandenburg Experiences developed the Balashi Bar as a key zone within the Balashi Beer Experience, the ambitious visitor attraction in Oranjestad, Aruba. The experience is a new anchor concept within the Gloria multi-entertainment complex, which is also home to IMAX® cinema The Movies, Starbucks, PF Chang’s and Olive Garden. The bar provides the finale to the Balashi Beer Experience, celebrating the Balashi brand in all its glory. At the same time, it adds value to the wider Gloria complex. That is why the bar is also open to visitors who do not have a ticket for the experience.

Customer: MetaCorp

Year: 2026

Market: Brand experience

A bar that extends the experience and attracts visitors in its own right

The Balashi Beer Experience brings the story of Aruba’s iconic beer brand to life, interwoven with the story of the island itself: its culture, landscape, people and unique ‘One Happy Island’ spirit. MetaCorp asked Sandenburg to develop the bar in addition to the experience. The challenge was twofold: how could we extend the experience into the bar while also creating a destination that attracts and engages visitors who have not booked a ticket? And how could we create the strongest possible synergy with the other destinations within Gloria?

From audience analysis to a strategic and operational bar concept

Developing the concept for the bar was about more than creativity alone. It also required a strong strategic vision. We were able to draw on our experience with the Heineken Experience, while taking into account a number of new variables: a different tourism ecosystem, a different cultural context and partly different target audiences.

We analysed Aruba’s tourist population and the Balashi fanbase, and benchmarked bars and other hospitality concepts across the island. With an already extensive hospitality offering in Aruba, the Balashi Bar needed a distinctive proposition.

There was also a logistical and operational challenge. The bar consists of three zones: one where visitors to the experience can collect their personalised Make Your Own Balashi bottle, one serving as the beverage bar for the Gloria food court, and a third acting as the bar area for the adjacent PF Chang’s restaurant. We developed this operational solution together with the Gloria team, PF Chang’s and our kitchen consultant.

A bar that brings the Balashi brand fully to life

The distinctive character of the concept comes from its Balashi theming. The brand is a cultural icon in Aruba with a strong and loyal following, which inspired us to create a playful tribute to Balashi throughout the bar.

These choices also make the bar a natural finale to the visitor journey. Guests collect their personalised Balashi bottle here and redeem their token for a second Balashi beer, encouraging them to stay longer and enjoy the space with friends and family.

An 18-metre Balashi Bar designed to increase dwell time and repeat visits

The result is a lively and dynamic setting that celebrates the Balashi brand in all its glory. Its centrepiece is an 18-metre-long bar topped by a striking crown incorporating hundreds of genuine Balashi bottles. All Balashi brands are represented in the design. Alongside the main Balashi brand, sister brands Chill, Magic Mango and Malta each play their part in the theming and signing of the bar. Naturally, visitors can also taste the full range.

Thanks to its strong theming, the bar encourages existing visitors to stay longer while also creating an attractive destination for repeat visitors and people who have not yet visited the Balashi Beer Experience. It also extends and supports the other concepts within the Gloria multi-entertainment complex, including its role as the beverage bar for the Gloria food court.

The Balashi Bar is a distinctive and innovative concept for Aruba, with strong potential appeal to the approximately two million tourists who visit the island each year. At the same time, it provides an appealing destination for local residents, whether before or after a visit to the cinema or one of Gloria’s restaurants.

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