The Guinness Storehouse gives visitors the chance to experience the history, heart, & soul of Ireland’s iconic beer. The brief was to create a world-class immersive experience that tells the story of Guinness's four natural Ingredients, each one nurtured with care. The 800sqm space needed to become a must-see for Dubliners & international visitors alike, engaging & inspiring up to 1000 visitors per hour.

The strategic concept 'In Harmony with Nature,' is brought to life as a world of magical installations, vibrant, sensory & natural - respectfully landed within the industrial backdrop of the Storehouse.

Each installation dials up the character and story of the four ingredients through bold visual language, bespoke scents, temperatures and unique soundtracks. The approach was to create a perfect balance of scale, drama and art contrasting with human tactility, and a focus on people, to deliver the same care for the experience as those caring for the ingredients. Visitors experience a journey through nature by using innovative technologies, handcrafted elements and natural materials, this is an experience that ‘Only Guinness could do’.

The journey begins with a sensory reset through a handcrafted brass tunnel, into landscapes reflecting the ingredients' complexity. A hand-sculpted textured 'mud wall' engages visitors with Guinness's regenerative agriculture pilot scheme.

A field with 1,000 sqm of real Barley, harvested by one of Guinness’s 3rd generation Barley Farmers, transports visitors into rural Ireland, with its dramatic changeable weather, scents and sounds.

A 14-metre Water curtain wraps the next space, imagery of the Wicklow Mountains are projected, with key facts printed using water. The chill & sound of flowing water evoke its power & soothing nature.

A cathedral-like space celebrating hops, visitors feel surrounded by endless growth, basking in natural sunlight. Tall screens, transparent fabrics layered with dried hops and projection create shadows & texture.

Guinness Yeast, a bright space flooded with light & mist represents its unique storage in liquid nitrogen, expert stories reveal the mysteries of yeast, sparking curiosity & insight.

“A porter brewer buys none but the best as none else will answer” Arthur Guinness always believed in using the best quality ingredients. The space needed to be a canvas to tell the story of Guinness as brewers and innovators, committed to sustainability and preserving the natural resources on which we all depend.

The goal was that visitors to the space would have a thought-provoking & insightful experience. We needed to satisfy a new wave of consumer insights, by creating a living, breathing experience which connects visitor’s thirst for nature and behind the scenes insights with a desire for magical and sensory escapism. This experience delivers an in-real-life experience that allows the visitor to truly feel something special.