Insight
Guinness Storehouse is a Guinness-themed tourist attraction at St. James's Gate Brewery in Dublin, Ireland. The Storehouse covers seven floors surrounding a glass atrium shaped in the form of a pint of Guinness.
Idea
An inspirational brand story is told through various interactive exhibition areas including ingredients, brewing, transport, cooperage, advertising and sponsorship. The seventh floor houses the Gravity Bar with views of Dublin and where visitors may drink a pint of Guinness included in the price of admission.
Impact
Since opening in 2000, the centre has received over 13 million visitors. Two D&AD Awards were achieved and more recently the Storehouse was awarded Europe's Leading Tourist Attraction 2015 from the prestigious World Travel Awards.