For one weekend only, visitors to London’s Covent Garden can immerse themselves in the history of Heinz Beanz at the Heinz Beanz Muzeum. Created by agencies Wonderland and Multiply to celebrate Heinz’s 150th anniversary, the pop-up installation features immersive experiences that explore the history and making of the much-loved tinned foodstuff.
Entering the museum, visitors are met with famed ads from Heinz’ lifetime, iconic packaging and special memorabilia, such as a golden bean from the product’s centenary celebrations in 2015 where the company snuck real gold beans into lucky tins.
The “Muzeum” also has an experiential element where bean fans can travel through a scented toast tunnel before plunging into a bright orange Beanz ball pool. You can also pick up personalised cans of Heinz Beanz, as well as enjoying a snack (beans on toast, of course) in a 70s-style living room complete with bean-patterned wallpaper.
The pop-up, which is open from 30 August to 1 September at White Space in Covent Garden, is a visual spectacular for bean-lovers and coincides with a wider rebrand of many Heinz stalwarts, such as its Tomato Soup, Beanz and Seriously Good Mayonnaise, which launched in July.