An iconic brand
‘In Good Hands’…
Diageo
Guinness Storehouse
About
The Guinness Storehouse, located at St. James’s Gate Brewery in Dublin, has welcomed over 20 million visitors since opening in 2000, making it one of Europe’s top tourist attractions.
Challenge
Reimagine the existing retail experiences to maintain the Storehouse’s leading status and better engage a shifting visitor demographic.
Solution
In-depth research and immersion into the brewery’s heritage uncovered rich stories and brewing traditions that inspired a new creative direction. These narratives shaped a series of retail experiences that blend authenticity with education – allowing guests to connect with Guinness history while enjoying an elevated and memorable brand encounter.
Disciplines
Brand Strategy / Experience Strategy / Narrative Origination / Name Origination / Brand Identity / Brand System / Copywriting / Signage / Digital Design / Art Direction / Print Production
Duration
04 Months
Through The Keyhole
In the early 1900s, 101 James’s Street served as accommodation and offices. Tucked inside was an elegant secret dining room, reserved solely for senior brewers. Access was a coveted privilege, earned through hard work and granted only to a select few by a special key. This little-known piece of history inspired the restaurant and bar concept that would allow today’s visitors to enjoy a taste of tradition after their Storehouse experience.
The Bottle Drop
Mr A.W. Fawcett, Managing Director of Guinness Exports, was a pioneer of bold brand stunts. In 1954, he dropped 50,000 message-filled bottles into oceans worldwide. Responses poured in from as far as Tahiti and Mexico. The now-legendary campaign inspired the Discovery Room, concept, celebrating his ingenuity and brand’s far-reaching appeal.
