Storehouse Advertising Floor

Guinness

Experiential design

The Challenge

Create a visitor experience that brings the rich advertising heritage of Guinness to life. No old fashioned exhibits allowed.

Our Response

From "Guinness is Good for You" to "Good Things Come to Those Who Wait", the advertising history of Guinness is as long as it is iconic. We remixed the brand's entire archive of characters, stories and slogans into an unforgettable experience for visitors to the Guinness Storehouse.

Gilroy World

John Gilroy was the genius behind the Guinness illustration style. We reimagined his series of posters that depicted a Guinness-loving zoo keeper and his collection of exotic animals. With the animals escaping from their cages and running wild around the experience, they tell brand stories ad star in many instagram moments.

Storehouse Advertising Floor
Storehouse Advertising Floor
Storehouse Advertising Floor
Storehouse Advertising Floor

Promenade

Moving into a black and white world, we have a seaside scene where the iconic 1996 ‘A woman need a man like a fish needs a bicycle’ TV ad has jumped off the screen and into a larger than life 3D animatronic fish, pedalling away 24 hours a day 365 days a year.

Next door, an animatronic whistling oyster puts on an intimate solo performance, a reference to a vintage 1920s ad displaying one of the brands best and most longstanding food pairings.

Last but not least, a sequence of interactive photo-booths allow visitors to place themselves within iconic vintage Guinness ads and then share these on social media.

Storehouse Advertising Floor
Storehouse Advertising Floor
Storehouse Advertising Floor
Storehouse Advertising Floor
Storehouse Advertising Floor
Storehouse Advertising Floor

Last orders

We hero Guinness Surfer with 20 oversized clocks and six big wave surfboards suspended above a five storey void, paying tribute to the epic "Tick Follows Tock" narration.

Wow Moment

A 24m long by 2.5m tall cinema screen wraps a full 180 degrees to screen the brand's most legendary TV advertising in dramatic effect. 12.1 surround sound delivers crazy volume, giving ads like Surfer (and its bone-shattering soundtrack) a visceral new edge.

Viewers are then plunged into a swirling pint of Guinness, with a bespoke CGI surge background piece enveloping the room, with the sound echoing the waves as they crash through the space.

Storehouse Advertising Floor
Storehouse Advertising Floor
Storehouse Advertising Floor

The Archive Bar

Visitors can access a huge archive of material via iPads, letting them experience everything from print and poster advertising through to TV spots.

Storehouse Advertising Floor
Storehouse Advertising Floor
Storehouse Advertising Floor