Guinness Storehouse

Branding, Interior Design, Strategy and Experience

Though Ireland’s number one tourist attraction only opened this century, the building in which it is based, is steeped in history. Originally a fermentation plant dating back to 1902, it is part of the fabric of the Guinness legend and just one of the stories we wanted to share with visitors.

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The Story

The Guinness story is one worth sharing. Spanning over 250 years, Guinness has grown from humble beginnings to a worldwide phenomenon. The Storehouse, which tells the tale of the Guinness brand, was recently named Europe’s leading tourist attraction at the World Travel Awards – a clue to the affection the product is held in.

We knew our food and drink offer needed to share in these stories and celebrate the legends surrounding Guinness. In good hands was our ethos for a richer experience. We introduced a food offer built around traditions and the processes handed down through generations. Timeless recipes, meals that showcased, or just perfectly complemented the black stuff. Service was heartfelt and inclusive, with unforeseen human moments.

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The Last Word

In good hands was more than a handy strapline. Instead it permeated all elements of our response. It captured the undeniable craftsmanship of a pint of Guinness – handed down through generations, served to perfection. It stood for local, handmade, authenticity and discovery.

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Food is no longer just an add-on, somewhere to grab a quick bite, or a spur to go elsewhere. Instead it’s a story. An extension of the Guinness brand.

Wildfire.