Guinness Love Europe

Guinness Storehouse third floor gets a makeover to bring the brand's advertising history to life

By Gillian West | Social media manager



Guinness article

May 27, 2015 | 2 min read

Irish tourist attraction the Guinness Storehouse has overhauled its third floor to create an unforgettable journey documenting the brand’s advertising history.

Working with Love, who were appointed to lead the project back in December 2013, the 1500m² chronology of the brand’s advertising history now sees icons such as the Guinness Harp and the legendary John Gilroy illustrations come to life.

“We wanted to encourage people to interact and share stories and experiences that they’ll never forget. The result is a celebration of the brand’s iconic advertising where toucans fly and fish ride bicycles. Everything has been designed for people to marvel, laugh, share, and to make their hairs stand on end,” explained Dave Palmer, Love founder and executive creative director.

Highlights of the floor include the story behind the harp motif where visitors can play the harp by running their hands through laser strings; 3D installations of Gilroy’s illustrations from the 1930s and 40s; a 3D animatronic version of the 1996 ‘Fish on a Bicycle’ TV advert complete with tail and wheels that go round as well as 20 ticking clocks suspended from the ceiling in homage to the 1998 ‘Surfer’ advert.

Joseph Higgins, operations manager at the Guinness Storehouse said the initial response to the new floor had “surpassed our expectations”.

He added: “The new floor allows visitors to immerse themselves in Guinness advertising and gives them the opportunity to create shareable moments that live online and beyond the four walls of the Guinness Storehouse.”

The attraction is expected to receive over 1.3 million visitors next year.

Guinness Love Europe

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LOVE is a design-led agency with storytelling at the heart of our approach - we believe that design sits at the very core of true brand success. LOVE develop visionary solutions that drive conversation and engagement for leading global brands across multiple consumer touch points.

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