Deconstructing the Brewing Process

The Guinness Storehouse is Ireland’s most visited tourist attraction. Every year, more than 1.7 million visitors pass through its gates. It is a tour de force in Dublin’s tourist economy, a multi award-winning attraction that has become part of the city’s very DNA and set the standard for brand experiences around the world.

Working with the Guinness team, we designed a truly interactive experience that brings visitors into the very heart and soul of the brewing process.

We created a multisensory, experiential journey that deconstructs the brewing process. Step inside the old brewery and transform into an alchemist as the four powerful ingredients – hops, barley, yeast, water – take on a life of their own around you. A waterfall cascades down, stores of barley gather in a pit and hop vines wander around a trellis overhead. The original Guinness strain of yeast is locked tightly away in a safe in a symbolic gesture that nods to the stout’s historic status.

There is truly something for everyone at the Storehouse, from stout fans to history groups. Head to the Tasting Laboratory to savour the perfect pint or meet Arthur Guinness and trace his family legacy as brewing secrets pass down the generations. Immerse yourself in a multimedia installation to learn about Guinness’s godly status in Irish social life or pay a visit to the bar to see one of the best views over Dublin. The brand’s values are entwined into the experience and the feel-good factor is felt throughout.

The Storehouse has not only transformed Dublin’s economy and boosted Guinness’s global sales, it revolutionised the industry’s approach to brand experiences.