A. Le Coq Beer World

A new experience centre called The World of Beer, located at the famous A. Le Coq beer factory in Tartu, tells the story of beer culture as well as the history of the legendary brewery.


A. Le Coq


Tallinn, Estonia

Exhibition area:

400 m²



Scope of work:

Concept development and exhibition design, fit-out production, multimedia and audiovisual content, CVI.

Interior architecture:

Kristiina Puusepp


Marko Koks


Jaak Jänes



A. Le Coq is the oldest and biggest drinks manufacturer in Estonia and to honour the legacy of the brewery, the A. Le Coq Beer Museum was created.

After nearly 20 years of hosting visitors the beer museum was ready for an upgrade into a modern experience centre that features hands-on exhibits and interactive ways to learn about the history of beer making and A. Le Coq.


The World of Beer experience centre is located in the historic 19th century beer factory, with a fully preserved malt tower in the centre of the exposition. This atmosphere of industrial architecture works perfect for the authentic beer museum, which was first opened here in 2003.

Initially the museum only allowed guided visits, but the updated experience centre will also welcome single visits, as guests can now enter the A. Le Coq Beer World without going on restricted factory premises. This lets all visitors wander around in their own tempo and interact with the hands-on exhibits in the museum.

Goals and Challenges

Our biggest goal was creating an interactive and engaging exposition that is at the perfect balance point of fun and educational while also honouring the historic atmosphere of the museum.

While the brewery has more than enough history for an interesting beer museum, we wanted to make sure that the hands-on exhibits we created would also make it an experience centre where visitors would want to return.


The highlight of the exposition is the historic industrial architecture and environment. In cooperation with interior architect Kristiina Puusepp the exhibits are inspired by the historic functions of the rooms, making each exhibit have its own style that best opens each theme.

One of the most complicated exhibits produced by Motor is a Time Tunnel that combines graphic timeline with light, video and sound installations as well as hands-on exhibits. You could find many interactive games and exhibits that let you try out processes of beer making including a timed competition to see who is the fastest in opening beer cans.

Watch this video


A. Le Coq Beer World Introduction



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