The Home of Guinness - Dublin

The Guinness Storehouse

•  The Home of Guinness

•  Platinum brand immersion experience

•  Recruiting and immersing 1.2m consumers yearly

•  Converting consumers to advocates through delivering THE best Guinness experience in the world

The Home of Guinness

•  Ireland’s #1 visitor attraction

•  +1.2 million visitors annually

•  +14 million visitors since opening in 2000

•  Guinness Archives

•  Unique events and meeting space catering from 2-2000

•  Guinness Flagship retail store

Authentic Brand Immersion

…by delivering a compelling brand story across by building an unrivalled depth of message and through sensory immersion.

We seek to bring consumers closer to Guinness…

“When we think of taste perception, we immediately think of sensations on the tongue. However, ...taste is not physiologically comprised of sensations from taste buds only, but also relies heavily on input from the other senses” Prof Ryan Smith Elder

The Idea

•  A new multi-sensory taste experience where visitors are tutored through their first taste of Guinness

•  Scientific and creative elements combined to heighten the senses and appreciate the distinctive taste of the iconic stout from the very first velvet sip to the last lingering drop.

•  The audience? 18% of visitors taste Guinness here for the first time

Key Project Elements

•  Designed for all the senses –  Darkened narrowing entrance corridor –  Leading to the brilliant white rooms –  Orange lighting on the entrance positively associated with food. –  Bright white lights in the “fountain of truth” are designed to stimulate

the senses to heighten the taste experience. –  Culminating in the red velvet chamber modelled on historic brewery

buildings.

•  Innovative technology - the invention of the flavour fountains in the Fountain of Truth.