The Guinness Storehouse is a 'world first, world class' brand experience centre opened in a disused fermentation plant in the St James' Gate brewery complex. The architectural scheme developed by Imagination and Dublin-based architectural practice Robinson Keefe Devane celebrates the history of the building. Large were commissioned to replicate the essence of the visitor experience on the web with a highly interactive and surprising Flash based website.

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• • Breathing life into an aging brand
  • When Guinness set out to replace its visitors' centre in Dublin, they wanted to build more than just a shrine to Guinness. It was vital to breathe life into an aging brand and reconnect with young and sceptical customers and fight off the challenge posed by premium lagers and alchopops. Guinness Storehouse, and the online brand building campaign to promote the visitor centre, tackled this serious marketing challenge - to reconnect Guinness with younger drinkers.
    
    
    
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