Guinness Storehouse: An out of this world experience that has set the bar globally

Guinness, an alcohol brand, increased consumption and visits to the Guinness Storehouse in Ireland by creating a rooftop bar and an immersive interaction.

Executive Summary

In the mid 1990s, the Guinness Hopstore, a museum dedicated to the heritage of the brand, was close to capacity. A small extension could be built, but was a slightly bigger museum what the brand needed?

The brand challenge was to recruit...