About
The Guinness Storehouse, located at St. James’s Gate Brewery in Dublin, has welcomed over 20 million visitors since opening in 2000, making it one of Europe’s top tourist attractions.

Challenge
Reimagine the existing retail experiences to maintain the Storehouse’s leading status and better engage a shifting visitor demographic.

Solution
In-depth research and immersion into the brewery’s heritage uncovered rich stories and brewing traditions that inspired a new creative direction. These narratives shaped a series of retail experiences that blend authenticity with education – allowing guests to connect with Guinness history while enjoying an elevated and memorable brand encounter.