Guinness is sharing its assets with public in a totally new and stunning way—the brand has opened an interactive exhibition at the Guinness Storehouse in Dublin, allowing Guinness aficionados to learn more about the brand from the world’s largest high-definition interactive screen and tap into the rich brand experience. The new “Guinness Global” space is located on the fourth floor of the facility.

Photo: Guinness Storehouse’s 4th floor experience, www.businessandleadership.com

“[The floor] has created a new benchmark for physical and digital experiences. The developments at the Guinness Storehouse over the next three years will allow us future proof the building to accommodate our growing visitor numbers while also enhancing the overall experience,” commented Paul Carty, managing director of the Guinness Storehouse.

Photo: Guinness Storehouse’s digital wall, www.brandrepublic.com

The project, developed by Tribal DDB, as the first phase of a €10m investment allows visitors to the one of the top destinations in Dublin, an opportunity to discover more about the brand and its origins. Visitors to the floor are invited to delve into the world of the brand by taking part in a range of interactive experiences including the Guinness Academy, Guinness Community Map, Guinness Variants Exhibition, Guinness Connoisseur Bar, Arthur Guinness Fund Exhibition and a Guinness Infographic Wall.

The Guinness Community Map allows to create their own personalized messages on the screen using the in-house installed iPads, and share their links online to their friends and the brand on Facebook. Through the Guinness Infographic Wall and Variants exhibition Guinness fans can learn more about the brand and the Guinness expansion across the globe from its very first steps. In addition, during guided tasting sessions visitors to the fourth floor will enjoy four key variants of Guinness, Guinness Draft, Guinness Original, Foreign Extra Stout and Guinness Black Lager, and in the Guinness Academy learn how to pour the perfect pint (they also get a signed certificate on “completing the course”).

According to the press release, this stage of the project cost €2.5m. The further investment as part of the three-year plan will be used to create the new Guinness Taste experience, a Guinness shop with an updated design plus a digital installation celebrating the Arthur Guinness story. The source also reports that the developments are to be launched before next summer.