Breathing life into the magical fifth ingredient

Every year, more than one million people from 25 countries visit the Guinness Storehouse to learn about Arthur Guinness, the father of Guinness and the magical fifth ingredient of the famous brew. Located in an old fermentation plant, the Storehouse is Ireland’s number one tourist attraction.

We were asked to inject energy and innovation into the traditional gallery setting by creating a digital experience that would both touch and teach visitors about Arthur Guinness.

So we created an interactive gallery made up of nine portraits and stories about passion and ambition. With hidden sensors in the frame to detect the visitor’s presence, directional speakers and dynamic spot lighting react and guide them towards the activated portrait film.

Real-time data enables Guinness to track visitors and the time they spend in the gallery, increasing from an average of one to six minutes with the introduction of the interactive gallery.

Team Credits

Victoria Buchanan

  • Creative Director


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Victoria Buchanan
Creative Director