By Tom Degun

A Palace_Exterior_April_21April 22 - Heineken have unveiled the first virtual glimpse of the London 2012 Holland Heineken House at Alexandra Palace, which will be the official national house of the Netherlands Olympic Committee (NOC*NSF) during the Olympic Games.

Holland Heineken House is due to open on July 26, the day before the Olympic Opening Ceremony in Stratford.

Until it opens, new pictures and an innovative virtual tour allow fans to see Alexandra Palace as it transforms into Holland Heineken House.

The overall look and feel of the North London venue is described as traditionally British but with an orange twist, the national colour of the Netherlands.

Entertainment at the venue will be varied with bars and restaurants as well as sport activities and appearances by top DJs and performers from the Netherlands.

In addition to a large hall where the medal ceremonies for athletes and performances will take place, an area known as the Heineken Arena (pictured below) will broadcast the Game's Opening and Closing Ceremonies and live sporting action on full-size screens.

There will also be shops on site selling official NOC*NSF and Holland Heineken House branded merchandise.

"Holland Heineken House celebrates its 20th anniversary this year and this unique virtual tour shows that it will be the most memorable House yet both in terms of size and the experience we will offer our visitors," Heineken's global activation manager Hans Erik Tuijt told insidethegames.

Heineken Arena_April_21
"A lot of planning went into choosing the venue ahead of the Games and there is no better venue than the iconic Alexandra Palace to show off our brand and the Netherlands.

"Heineken has an unparalleled reputation for providing consumers with the extraordinary and it is no surprise that Holland Heineken House welcomed 100,000 fans in Beijing 2008 and 120,000 at Vancouver 2010.

"It is our goal to provide an even better experience in London and we have already started looking for the best venue in Rio ahead of the 2016 Olympic Games to ensure that Holland Heineken House continues to go from strength to strength.

"In addition, all of the Dutch medal winners from the Olympics are set to attend the celebrations at Holland Heineken House during the Games.

"We are certain that there will be a fantastic atmosphere at the venue throughout the Olympics with Holland Heineken House just 20 minutes away from both the city centre and the Olympic Village.

"It will be the official base and 'home away from home' for NOC*NSF and we cannot wait for the Games to begin."

London 2012 will see Holland Heineken House in operation for the 11th consecutive Olympics after it first appeared at the Barcelona 1992 Games while Alexandra Palace is set to provide the backdrop for the biggest edition of the venue to date.

HHH2012 Olympic_Club
Alexandra Palace was built in 1873 as a public centre of recreation, education and entertainment becoming North London's counterpart to the Crystal Palace in South London.

In 1936, it became the headquarters of the world's first regular public service television, operated by the BBC, with its iconic radio tower still in use today.

The original Studios A and B still survive in the south-east wing and are currently used to exhibit original historical television equipment.

As of 2010, the Great Hall and West Hall are used mostly as an exhibition centre, music venue and conference centre operated by the trading arm of the charitable trust that owns the building.

The Palace is surrounded by 196 acres of beautiful parkland and grounds that also boast a pub and restaurant, ice rink, boating lake plus a pitch and putt course – all open to the public.

Entrance to Holland Heineken House during the Olympics is by ticket only.

The venue will be open from 10.30am to 2am every day until it closes on August 12 following the Olympic Closing Ceremony.

Visitors must be 18 years or older to visit the House after 8pm.

Click here to take the virtual tour of Holland Heineken House and click here to find out more about Alexandra Palace.  

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