This state-of-the-art, panoramic visual presentation offers a detailed look at the family’s legendary story, significant milestones, and some of the most iconic advertisements of the Unicum brand. Zwack says it is the first technology of its kind in Hungary’s beverage industry, an innovation allowing visitors to explore the brand’s history in a unique and engaging way, bringing over 200 years of tradition to life through dynamic, visually compelling storytelling.
The immersive film is an extension of the video presentation that has long been a central feature of the museum tour. This enhanced version provides a much richer visual experience, projected across three walls surrounding the audience, drawing viewers into the narrative.
Visitors can delve deeper into the brand’s history, gaining insights into pivotal moments such as the safeguarding of the original Unicum recipe during World War II and the fate of the barrels that were repurposed by soldiers. The film also touches on Péter Zwack’s return to Hungary and includes numerous archival materials and family photos.
The film aims to give a broad international audience an in-depth look at how the brand has evolved and the historical context in which it developed. It is available in Hungarian, English, German, and Italian, with subtitles in six additional languages, including Chinese.
The film’s soundtrack was composed by Zsolt Hauber, a well-known figure in the Hungarian music scene and a founding member of the band Bonanza Banzai.
As previously, visitors can also take a guided tour of the factory, which offers a behind-the-scenes look at the production process. The tour includes a visit to the traditional distillery, known as the “Heart of Unicum,” where the iconic drink is still produced using methods passed down through generations.
Guests also have the opportunity to taste various Unicum varieties directly from the barrel, including the original Unicum and the increasingly popular Unicum Szilva (and the Unicum Barista and Unicum Riserva special editions if you buy a premium ticket).
Awarded the Value and Quality Grand Prize in 2023, the House of Unicum continues to expand and innovate its visitor offerings. Since 2020, the museum has introduced a series of digital enhancements to its exhibits. QR codes have been added to various displays, enabling guests to access additional digital content, including photographs and short films that provide further insights into the family’s legacy.
One particularly popular feature is the “Then and Now” tool, which allows visitors to see how the building has evolved, comparing historical and current images of the facility’s exterior and interior. It offers a compelling look at how the physical space has changed while remaining an essential element of the brand’s heritage.
Another example of the museum’s modernization is the selfie machine, introduced in 2021, which allows visitors to capture their experience in a fun and interactive way. This blend of traditional heritage with modern technology is a hallmark of the museum’s approach to visitor engagement, ensuring that both the historical significance and contemporary appeal of the brand are highlighted and that the House of Unicum remains an engaging cultural destination for local and international visitors.
This article was first published in the Budapest Business Journal print issue of October 4, 2024.
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