Guinness set to use Imagination

Guinness is undertaking a 30m overhaul of its visitor centre, the Guinness Hop Store in Dublin’s Market Street, in conjunction with Imagination.

The brewer’s millennium project has been approved for planning permission. The centre will feature an interactive experience centre, two bars including a rooftop bar with views of the city (subject to license approval), on-site catering and training and corporate hospitality facilities. It is due for completion before the end of next year.

Imagination was appointed in tandem with Dublin architect Robinson Keefe Devane. The project is being co-ordinated by Guinness head of new business development Tony Musta.

It is the first major project that Guinness is known to have worked on with Imagination. Event Communications pitched for the job with another architect.

Exhibits at the current site, which is built over the original James’s Gate brewery, will be incorporated in an attempt to double the number of visitors to one million a year.

A Guinness spokeswoman in Dublin confirmed that it is awaiting confirmation of its licensing before revealing more details.

An Imagination spokeswoman says: “This is much more than just a refurbishment and we are very pleased to be involved.”