Shimano Europe has unveiled plans to open an “Experience Center” in the Netherlands in the spring of 2017. The center will be built in Valkenburg, in the southern part of the country, on the site of a former brewery. The activities offered by the park will focus on cycling, fishing and rowing, Shimano's main areas of specialization. The site will showcase the latest in the brand's products in these three segments in dedicated areas called Riding the Moment, Reeling the Moment and Rowing the Moment, respectively. The venue will show indoor virtual reality displays showing iconic locations from around the world, as well as outdoor test tracks and ponds for fishing.

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