“We are here to announce a three-month closure of the World of Beer to allow it to undergo a R20 million refurbishment,” Johnson said.
“We have done a thorough research abroad, visiting major cities around Europe, and we have come up with the money and now we are ready to kick out this project, which once completed, will be the world’s best beer experience.”
Located in Newtown, Johannesburg, the World of Beer – formerly known as the SAB Centenary Centre – was built at the cost of R35 million and was inaugurated by former President Nelson Mandela in May 1995.
Since then the centre has hosted more than 366 000 visitors who consumed just over 730 000 beers.
And after 12 years of hosting these masses who came to the centre every week from Tuesday to Saturday, the management felt that it was time to give it a new face and bring it in line with new technological trends.
“We will not break any walls,” Johnson told Bizcommunity.com shortly afterwards. “We will just change old stuff, bring in new displays, and put in a new set of equipment that reflects new technologies.”
The new upgrade will include, among others, WIFI technology, the installation of a 12 metre 200 degrees screen, a 3D movie experience and the use of holograms.
While local companies will be responsible for the construction of new displays, installation of new equipment and specialised lighting during the closed period, Mather and Company – a British firm – has been entrusted with the design’s upgrade.
Furthermore, Johnson said that the upgrade is in line with other developments taking place in Newtown, which he estimates, will soon be Joburg’s major drawcard.
“We expect the upgrade to result in a significant increase in visitor numbers to the centre, with an increase of approximately 20% increase anticipated in the first year after it is reopened in August,” he concluded.
