Immerse yourself in the world of Triple Karmeliet with the Urban Media Trystore at Antwerp-Central station.

Beer lovers beware! For the past few days, passengers and visitors to Antwerp-Central station have had the pleasant surprise of being able to taste Triple Karmeliet free of charge, thanks to a brand new initiative. At the heart of the sumptuous Monument Hall, the Trystore takes the brand experience to the next level.

With its high-tech LCD screens, integrated fridges and trendy, hip design, it creates a real 'Brand experience'. The 'consumer-on-the-go' can not only admire the products, but also discover them, taste them, evaluate them and share their experience. The watchword: stimulate all the senses and create a total experience for the consumer.

The action runs until 6 May in Antwerp-Central and is the result of collaboration between AB InBev, Dentsu International, Urban Media and Bauer Media Outdoor.