Raising a Glass
Guinness marked the 250th anniversary of its founder Arthur Guinness signing the 9,000-year lease for its brewery in Dublin, with a global campaign. To celebrate the launch of ‘Arthur’s Day’ Greenspace created the Guinness 250 identity that was applied to all advertising, events, merchandise and products.
We also designed a 250 exhibition installed within Guinness Storehouse, the brand destination in Dublin – the exhibition features a mini-cinema showing classic advertising and brand films, an historic timeline and a new bar for the ultimate drinking experience – pouring yourself a pint of Guinness.
Our association with Guinness dates back to 1997, when Greenspace Founder and CEO Adrian Caddy was Creative Director of Imagination when the company was invited to collaborate on a pitch to re-house the Guinness Hop Store visitor centre into the ground floor of the redundant fermentation plant building opposite.
After a site visit to the disused fermentation building, Adrian made a simple sketch proposing the idea of converting the entire building into the ultimate Guinness brand destination. One with a mix of historical attractions, brewing craft and technology exhibits, bars, restaurants and entertainment facilities available to the public.
In 2015 Guinness Storehouse was voted Europe’s biggest visitor attraction and we are extremely proud of the legacy it has created.