Christmas at the Guinness Storehouse 2023

• Create a bespoke Christmas experience for the Guinness Storehouse that amplifies their current offering and increases their net promoter score
• FUEL created seven floors of installations, artist collaborations, immersive experiences and theming that was brought together by a creative vision of ‘Lights of Home’.

FUEL created and developed the "Christmas at the Guinness Storehouse" concept, blending installations, interactive displays, artistic elements, and thematic dressing under the banner "Lights of Home."

The central element was a 7-meter-high wooden tree box, lavishly wrapped in gleaming gold vinyl. This structure housed 27 festively adorned Christmas trees and a mesmerizing walk-through tunnel illuminated by 1,759 lights – a symbolic nod to the year Arthur Guinness famously inked his lease for the Guinness brewery. A sophisticated light show, synchronized every five minutes, and an exclusive audio piece by Jason Boland of Kodaline enhanced the sensory experience.

The Guinness Storehouse Atrium transformed into a festive wonderland with 25 colossal baubles and disco balls suspended across its five tiers, moving in rhythm with roving lights.

In collaboration with Ger Clancy, a winter wonderland was crafted for a photographic opportunity at the iconic Guinness gates. Suspended clouds, giant fabricated trees, a sculpted snow mound, and projected snowfall framed the gates.

A unique installation, designed with digital artist Farouk Alao, utilized LiDAR technology to take visitors on a journey through four meticulously recreated scenes from the Guinness archives, capturing the emotional essence of Christmas.

Sorcha O’Higgins created a striking collage from hand-cut scenes drawn from the Guinness archives, celebrating the history of the Guinness Storehouse and the Liberties area. The collage was prominently displayed on lift doors and two lightboxes on the second level.

The iconic "fish on a bike" advertisement was reimagined with a captivating overlay of snowflakes.

Outside on Market Street and Crane Street, a picturesque setting with snow-capped decorations and fairy lights created the ultimate Christmas photo moment.

Finally, a team of artists, under FUEL’s stylistic direction, adorned the seven floors of the Guinness Storehouse with garlands, trees, lights, and baubles in the quintessential Guinness colors of gold, white, black, and ruby, creating an enchanting Christmas atmosphere.

• NPS score tracked above target
• Increased attendance number from last year