We have opened a new exhibition dedicated to beer ingredients

5/30/2025

As part of its most popular visitor experience—the Pilsner Urquell tour—Plzeňský Prazdroj has launched a brand-new interactive exhibition focused on the key ingredients that form the foundation of its world-famous lager: malting barley, Saaz hops, soft Pilsen water, and a unique strain of in-house brewer’s yeast. The modern concept, which cost 16 million CZK to develop, offers a multi-sensory experience that engages all five senses. Visitors can not only see the ingredients up close but also touch, smell, and even taste them.

"We want our visitors to discover Pilsner lager from every angle—from seed to glass, so to speak. That’s why we’ve created this brand-new exhibition, which takes a deeper look at each of the core ingredients that give Pilsner Urquell its distinctive, timeless flavor," explains Pavla Mášková, Visitor Experience Manager at Plzeňský Prazdroj.

Immersive and Educational

At the heart of the exhibit are hyperrealistic animations, projected on curved large-format screens measuring 5 x 4.5 meters. These dynamic visuals present the raw ingredients in their natural form, highlighting their uniqueness and characteristics. Visitors see magnified barley grains gradually transform into malt and get an inside look at the life cycle of brewer’s yeast—something usually only visible under a microscope.

A True Multi-Sensory Journey

The exhibition is designed to be a comprehensive multi-sensory experience, involving sight, sound, smell, taste, and touch.

“Tour participants can plunge their hands into malted barley, smell Saaz hops, and even taste their bitterness. For the yeast section, we’ve created a special custom scent inspired by the fresh aroma of brewer’s yeast. This fragrance is made with real yeast used in brewing Pilsner beer,” adds Mášková.

Honoring the Fifth Ingredient: The People

The final section of the exhibition pays tribute to the "fifth ingredient"—the skilled brewery professionals without whom Pilsner lager wouldn’t exist. Representing dozens of different professions, coopers, maltsters, lab technicians, and brewmasters are introduced, with five Prazdroj employees appearing in digital form to present their roles. This high-tech exhibition contrasts beautifully with the historic setting of the brewhouse and cellars, also part of the Pilsner Urquell tour.

Designed by Experts

The concept, design, and installation were led by Modified Studio, founded by CGI animation specialist Alex Jindrák, in collaboration with exhibition construction experts from LN Design. While construction began at the start of this year, content development started as early as mid-last year.

“I deliberately incorporated the human element into the visual style—hands, gestures, and touch. It’s a subtle signal that beer is made by human hands. Ingredients are beautiful, but without people, they are not enough. Only through human skill can ingredients be turned into exceptional beer,” explains Jindrák.

A New Chapter in the Brewery Experience

In 2023, more than 600,000 visitors came to Plzeňský Prazdroj, most of whom took the Pilsner Urquell tour. This new ingredient-focused exhibition enriches the overall experience and offers both first-time visitors and returning guests something completely new to discover.