At the website of beer brand Amstel men are the boss. In a 3D bar world you can order a beer, listen to the friends of Amstel, or just look around. You can say something anonymously or, after registering, start a dialogue with other visitors. It can never get too crowded: once the amount of visitors goes over 50, a new bar is opened (see am, Dutch). Brands with a symbolic function, brands that add to our identity, can build virtual worlds in which they invite consumers, and have them meet each other. Through registration Amstel can recognize his customers and slowly start building profiles. We then will happily come back. Today's 3D world is only child's play compared with tomorrow - when the whole Amstel world will be projected in 3D holographic images - but it is definitely a step in that direction.