Header: FRENCH+TYE
The Guinness Storehouse in Dublin has long been a must-visit destination for beer lovers and design enthusiasts alike. Now, with its newest addition – Ingredients – visitors are invited into a fully immersive, multi-sensory experience that explores the very essence of Guinness.
This new exhibit, positioned at the start of the Guinness Storehouse tour, takes guests on a journey through the four core ingredients of the famous stout: hops, barley, yeast, and water. With innovative lighting, thoughtful architecture, and a carefully curated atmosphere, Ingredients transforms the brewing process into a captivating experience.
Designing a sensory experience
Crafted by a team of leading designers, including Michael Grubb Studio for lighting design, Dalziel & Pow for interior design, and RKD for architecture, Ingredients is not just an exhibit; it’s a journey into the origins of Guinness. The design breaks down each ingredient into raw, elemental forms, allowing visitors to experience the transformation from nature to pint.
The journey begins with a sensory reset, guiding visitors through a tunnel that sets the stage for what’s to come. A large digital screen introduces the story before leading into the first space – an expansive barley field. Real barley, cultivated sustainably, sways under dynamic lighting that shifts from cool to warm tones, mimicking the passage of time and the changing seasons.
Next is the water element, where a 14-meter curved water curtain captures attention, displaying key brewing stories. Integrated lighting enhances the cascading effect, creating a mesmerizing play of reflections. From there, visitors step into a towering cathedral-like space filled with hops, suspended to appear to grow endlessly upwards. Light filters through the hanging hops, casting shadows and green hues reminiscent of sunlight piercing through a canopy of leaves. Gobo projections add depth, enhancing the immersive feel.
The final stop highlights yeast, the secret behind Guinness’s unique flavor. Here, the setting shifts to a bright, mist-filled space resembling a modern scientific lab. The transition from natural landscapes to an engineered environment underscores the evolution of brewing from earth to craft.
Innovative lighting as a storytelling tool
Lighting is crucial in the Ingredients experience, carefully designed to highlight each ingredient’s unique qualities. Michael Grubb Studio has been working with the Guinness Storehouse since 2013, ensuring that the lighting design remains true to the brand while pushing creative boundaries.
The barley field’s lighting moves with the simulated weather, bringing the elements to life. The water section uses reflected and refracted light to create a rippling, almost hypnotic effect. The hop space relies on silhouette techniques and textured projections to enhance the layered greenery. Finally, the yeast section is bright and ethereal, shifting from warm, golden hues to cool whites to reflect the scientific precision behind fermentation.
“The Ingredients experience is the final masterpiece in over a decade of transformational lighting projects at the Guinness Storehouse. From the Tasting Rooms to the main atrium, every detail has been meticulously crafted following our Light & Brand Strategy. This strategy ensures the lighting not only enhances the iconic Guinness brand but also elevates the entire experience. We’re proud to be the Lighting Guardians behind this journey and grateful for the trust and support from the Guinness Storehouse.”
Michael Grubb, Founder and Managing Director of Michael Grubb Studio
Sustainability was a key consideration in the lighting design. The project minimizes energy consumption by embracing the natural darkness of the space and using energy-efficient fittings. All lighting elements were chosen with circularity in mind, ensuring that fixtures can be reused and updated for at least a decade.
A decade of transforming the Guinness Storehouse
Ingredients mark the latest in a long line of design innovations at the Guinness Storehouse, where every space has been meticulously crafted to enhance the brand’s storytelling. Michael Grubb Studio, acting as “Lighting Guardians” for over a decade, has helped shape the visual identity of the Storehouse experience, from the Tasting Rooms to the iconic atrium.
The public response to Ingredients has been overwhelmingly positive, with visitors sharing their awe on social media and in person. This latest addition solidifies the Guinness Storehouse’s reputation as a leader in immersive brand experiences, blending history, craft, and cutting-edge design.
Adding to its success, Ingredients at Guinness Storehouse was recently recognized with a prestigious LIT Lighting Design Award, celebrating its innovative and impactful approach to visitor experience and exhibition design. With this achievement, the Guinness Storehouse continues to set the standard for how lighting, architecture, and storytelling can come together to create unforgettable experiences.
Project info
Lighting Design/Product Company: Michael Grubb Studio
Lead Designers: Michael Cascarino
Other Designer’s names: Abbie Hill, Daniela Cordova
Architecture Company: RKD
Interior Design Company: Dalziel & Pow
Client: Diageo
Photo Credits: FRENCH+TYE
Other Credits: Rockbrook AV, FESP, Geoghegan Electrical, Cod Steaks
Completion Date: March 2024
