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Ingredients, Guinness Storehouse
Ingredients, Guinness Storehouse
Dublin, Ireland
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Ingredients, Guinness Storehouse
Dublin, Ireland
Firm
Type
STATUS
Built
YEAR
2024
SIZE
25,000 sqft - 100,000 sqft
BUDGET
Undisclosed
Ingredients is a new immersive experience that brings visitors into the very heart and soul of the brewing process. Positioned at the beginning of The Guinness Storehouse visitor experience, the project creates a multisensory, experiential journey that introduces and then deconstructs the famous brew into the four powerful ingredients – hops, barley, yeast, and water.
The Lighting Design, by Michael Grubb Studio, was developed in conjunction with lead branding innovation studio Dalziel & Pow (D&P), whose vision for the project was to celebrate the farming process where each ingredient is nurtured, selected, and treated with care and creativity to get Guinness right every time.
The journey starts with a sensory reset, transitioning through an impressive hand-crafted tunnel to discover a large introductory screen, which acts as a billboard-sized trailer for the story to come. Lighting in this area is restrained, allowing the digital display maximum impact and focus.
The visitor then finds themselves transported into a field of real barley, where the weather is dramatic and changeable. The lighting reflects this narrative, enhancing the experience by emulating the passage of time through a carefully choreographed combination of light and shadow play. To further compliment this approach, the lighting subtly shifts from cool to warm tones, evoking the feeling of being submerged within the golden crop fields.
The next experience is water, where a huge 14-metre curved water curtain wraps the space, printing key stories in the water. Lighting was incorporated within the feature to add to the drama, creating ‘caustic’ effects by reflecting light from suspended metallic dappled materials onto the surrounding walls.
Next, the visitor enters a cathedral-like space, with hops appearing to grow endlessly upwards, illuminated and reflected around you. Silhouettes were created within the space by lighting through the hanging hops, creating hints of green through the semi-translucent edges of the bunches, similar to the sun breaking through a canopy of green. Luminaires were carefully integrated within to ensure the AV displays retained focus. Gobo projections were then added within the tree canopies along the pathway to layer the lighting effect at both high and low levels.
Upstairs, the visitor discovers the fourth and final ingredient, the magic of yeast, in a bright space flooded with light and mist, shifting from nature to a modern, scientific lab.
The final lighting scheme for Guinness Ingredients is a testament to the power of collaborative design and an innovative lighting approach. By meticulously replicating the changing seasons and focusing on the unique characteristics of each ingredient, the lighting design not only complements but also amplifies the overall narrative of the ingredients' journey from nature to brew.
The final lighting solution is impactful and considered, with many hours spent testing and developing ideas with D&P and other members of the design team. We also worked closely with lighting suppliers to ensure that specified fittings were selected based on circularity, TM65, and TM66 ratings, with a preference for local manufacturing and supply. This approach ensured the sustainability of the lighting scheme. As a result, all the light fittings in Guinness Ingredients can be reused and updated for a minimum of 10+ years.
The Storehouse has not only transformed Dublin’s economy and boosted Guinness’s global sales, but it has also revolutionised the industry’s approach to brand experiences. Michael Grubb Studio has proudly acted as Lighting Guardians, for the Storehouse, for over 10 years, working collaboratively with the in-house Diageo team and external consultants to refurbish all areas of experience over a number of phases. All work is based on our initial ‘Light & Brand’ masterplan that has remained the blueprint for all projects since 2013.
The Lighting Design, by Michael Grubb Studio, was developed in conjunction with lead branding innovation studio Dalziel & Pow (D&P), whose vision for the project was to celebrate the farming process where each ingredient is nurtured, selected, and treated with care and creativity to get Guinness right every time.
The journey starts with a sensory reset, transitioning through an impressive hand-crafted tunnel to discover a large introductory screen, which acts as a billboard-sized trailer for the story to come. Lighting in this area is restrained, allowing the digital display maximum impact and focus.
The visitor then finds themselves transported into a field of real barley, where the weather is dramatic and changeable. The lighting reflects this narrative, enhancing the experience by emulating the passage of time through a carefully choreographed combination of light and shadow play. To further compliment this approach, the lighting subtly shifts from cool to warm tones, evoking the feeling of being submerged within the golden crop fields.
The next experience is water, where a huge 14-metre curved water curtain wraps the space, printing key stories in the water. Lighting was incorporated within the feature to add to the drama, creating ‘caustic’ effects by reflecting light from suspended metallic dappled materials onto the surrounding walls.
Next, the visitor enters a cathedral-like space, with hops appearing to grow endlessly upwards, illuminated and reflected around you. Silhouettes were created within the space by lighting through the hanging hops, creating hints of green through the semi-translucent edges of the bunches, similar to the sun breaking through a canopy of green. Luminaires were carefully integrated within to ensure the AV displays retained focus. Gobo projections were then added within the tree canopies along the pathway to layer the lighting effect at both high and low levels.
Upstairs, the visitor discovers the fourth and final ingredient, the magic of yeast, in a bright space flooded with light and mist, shifting from nature to a modern, scientific lab.
The final lighting scheme for Guinness Ingredients is a testament to the power of collaborative design and an innovative lighting approach. By meticulously replicating the changing seasons and focusing on the unique characteristics of each ingredient, the lighting design not only complements but also amplifies the overall narrative of the ingredients' journey from nature to brew.
The final lighting solution is impactful and considered, with many hours spent testing and developing ideas with D&P and other members of the design team. We also worked closely with lighting suppliers to ensure that specified fittings were selected based on circularity, TM65, and TM66 ratings, with a preference for local manufacturing and supply. This approach ensured the sustainability of the lighting scheme. As a result, all the light fittings in Guinness Ingredients can be reused and updated for a minimum of 10+ years.
The Storehouse has not only transformed Dublin’s economy and boosted Guinness’s global sales, but it has also revolutionised the industry’s approach to brand experiences. Michael Grubb Studio has proudly acted as Lighting Guardians, for the Storehouse, for over 10 years, working collaboratively with the in-house Diageo team and external consultants to refurbish all areas of experience over a number of phases. All work is based on our initial ‘Light & Brand’ masterplan that has remained the blueprint for all projects since 2013.
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