The objective was to create a world-class sensory experience that delves into the story of Guinness's four natural Ingredients.

Our goal was that visitors to the space would have a thought-provoking, insightful and informative experience, and leave feeling confident that Guinness is ambitiously leading the way in sustainability. We wanted 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. With appreciation for the craftsmanship behind Ireland's beloved brew, it was important that we craft the space with the same love and attention that the people who love and care for the ingredients display.

The 800 sqm space needed to become a must see for Dubliners and international visitors alike, engaging and inspiring up to 1000 visitors per hour.

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

Embracing the diverse audience, our concept ensures inclusivity and caters to both fans of Guinness and those new to the brand, enabling key stories to be understood intuitively through engaging in the interactive experiences.

Each artistic installation dials up the unique character and story of one of the four ingredients through the use of bold visual language, bespoke scents, and unique sound tracks. The approach was to create a perfect balance of impressive scale, drama and art, with human scale tactility, texture, and a focus on people, delivering the same care for the experience as is used by the people caring for these natural ingredients. This makes this 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 highly textured soil installation 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.

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

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

This investment is a significant step change for Guinness Storehouse, it delivers a new standard and generation of multi-sensory experiences. Since opening it has been enjoyed by 158,353 visitors, a 4.08% increase from the same period last year. Visitors leave with a sense of Guinness’s dedication to its product and the commitment to every single one of the farmers, growers and producers who care for and deliver each ingredient.

This experience significantly enhances visitor engagement, evident in its leading role in user-generated content and social results. It boosts Net Promoter Scores, with a 15% increase post-reopening compared to pre-closure. There's also a notable rise in visitors rating the experience as excellent value for money, with a positive 18% increase post-reopening compared to pre-closure. Both improvements are statistically significant, delivering effectiveness of key metrics for enhancing visitor satisfaction and brand perception.