The Store - an immersive retail experience
As part of an ongoing relationship with Diageo, we've reimagined the retail space of the iconic Guinness Storehouse in Dublin. The challenge was to redefine 'The Store', to create a world-class retail space, and elevate the experience, with creativity, innovation, storytelling, experience, and convenience at its core.
The Store is an integral part of the visitor experience and can be considered the ‘heart’ of the Storehouse, being both the first touchpoint as well as the culmination of the tour. Although already a highly productive space, it was felt it could be even more engaging, better integrated into the tour, and raise the retail offer to the next level. It needed to be reimagined, as immersive as the rest of the Storehouse, while still being an effective retail space.
Key insight: The moment that marks the start and completion of everyone’s experience.
Redesigned as a destination in itself, aligning with the Guinness brand, and to echo the theatrical, playful, and industrial atmosphere of the rest of the Storehouse. As the first and last chapter of the brewery experience, The Store is inspired by the concept vision ‘A Moment In Time’, focused on making the occasion memorable for all visitors at the start and end of their journey, and celebrating iconic moments throughout the history of the brand.
Key shift: A space that invites visitors to further discover the brand, its stories, with an imaginative, changing collection of exclusive products.
Two digital ‘curtains’, with over 1,200 acrylic rods, wrap the space to provide a canvas to tell the brand's stories. As part of the ‘A Moment In Time’ concept, we created the content, taking visitors on a journey through the brand’s history, highlighting key moments - from the 9,000-year-old lease to iconic adverts - merging a timeline of moments.
Radiating out from the lease at the heart of the store, super-scale curated VM displays imagined as Iconic Chapters, celebrate some of the brand’s key moments and allow customers to shop by different stories and products.
The mezzanine floor has been transformed into an experiential hub. Personalisation is a key focus of this space, including a customisable glass engraving service, which people can collect from interactive lockers at the end of their visit.