As 100 days are left before the launch of London 2012 on July 27, brands are gearing up for the upcoming sporting event and launching their themed promotional initiatives and projects. Heineken, which will be supporting the Dutch team at the competitions, has presented its legendary Holland Heineken House, which is the official national house of Netherlands Olympic Committee (NOCNSF) this Games summer in London. The physical version will be unveiled later, but now the brand is offering Internet audience an opportunity to take a virtual tour about the space.

“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 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,” commented Hans Erik Tuijt, Heineken’s Global activation manager.

The venue, which is the transformed Alexandra Palace in North London, will be officially opened on July 26, one day before the start of London 2012. The House is designed to be ‘home away from home’ for NOCNSF for the period of the Games, and its ‘This Must be Holland’ decorative concept celebrates the two nations—the British and the Dutch—at the same time by merging traditionally British features with the iconic Dutch colour, bright orange, and Heineken’s traditional green. All the halls are sport-themed, some of them feature sport equipment like soccer balls and athletes’ photos, and render the spirit of sport pitches.

“Entertainment will be varied at the venue, including sports activities, bars and restaurants 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, the opening and closing ceremonies for the Games and all the live sporting action will be shown on large screens in the Heineken Arena,” states the press release.