A one-of-a-kind new experience at the Guinness Storehouse has increased visitor perception of the iconic brand’s commitment to sustainability by 10%.
Guinness’ Dublin home consists of multiple immersive experiences dedicated to the Irish stout. The first part focused on Guinness’ ingredients, but this hadn’t been updated since the Storehouse opened 25 years ago and only 2% of visitors cited enjoying that floor the most.
A seamless flow of over 1,000 visitors an hour can now enjoy a new immersive Ingredients’ Experience following the launch of Diageo Brand Homes and Dalziel & Pow’s design in 2024.
Cinematically bringing the stories and people behind Guinness’ ingredients supply to life, the powerful experience is accessible to all, no matter where they sit on the sensory spectrum. Net promoter scores have improved 26% versus a 10% target, and it’s not only an impactful opener to the Storehouse journey, 40% of visitors now enjoy this area the most, with 70% of posts tagged on Instagram taken of the space.
