Diageo has selected Love to create an immersive, interactive brand experience for its Guinness Storehouse, Dublin following a five-way pitch before Christmas.
Set to launch late spring, Love has been briefed to bring the iconic world of Guinness advertising to life via a fun and unforgettable Storehouse visitor experience. The Storehouse itself is home to Guinness’ advertising gallery, and features stories of popular Guinness icons from the toucan to its TV adverts including the 1998 ‘Surfer’ creative.
“We are delighted to appoint Love for this next phase of development at Guinness Storehouse, and look forward to working collaboratively with Love to bring the story of Guinness advertising to our visitors’,” said Paul Carty, MD of Guinness Storehouse.
David Palmer, Love executive creative director, added: “We very much want to take consumers on a fantastical and unforgettable journey through some of the most iconic advertising ever created. The last thing we want this to be is a standard museum display so we’re going for a suitably surreal de-construction and re-imagining of key Guinness ads that will encourage visitors to interact and share stories and their experiences.”
Love will collaborate with special design partner Spacemen and Diageo’s in-house team to create the next phase of the Storehouse experience which has been boosted by €10m worth of investment.