A look into the experience of visitors to one of Ireland's most popular tourist attractions, the Guinness Storehouse.

1. The Home of Guinness - Dublin

2. 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

3. 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

4. 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…

6. “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

8. 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

9. 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.