The Guinness Storehouse is Ireland’s most popular tourist destination and was recently awarded Europe’s Leading Tourist Attraction, ahead of the Eiffel Tower and the Colosseum.

XLab successfully won a competitive four - way pitch to redesign their website, The website is their most important online property, housing their e-commerce booking platform and information about the experience.

AMV BBDO was responsible for strategy, creative ideation, user experience, design, photography and project management, taking the site from conception through to deployment.

The core idea focused on creating an immersive site that gave users a sense of the building and experiences within. To aid this we mirrored the Storehouse’s architecture in the navigation of the site, allowing the user to take a virtual tour to motivate them to book a ticket. In order to support this we shot all of the photography so it would work as a full screen backdrop to the site, adding animation and movement on interaction. 

We designed the responsive site so that it catered for users who think in different ways about purchase, meaning that a user who wanted information quickly and a user who wanted to be immersed in the world of Guinness, would be equally satisfied by the site experience and also similarly convinced that they should book.

Account Director
Sam Williams

Creative Director
Clark Edwards

Lilian Sor

Jamie Webber

Ian Patrick, Eric Chia, Sean McCarthy, Julia Merino, Joe Sloane, Emily Brennan, Lucy Johnstone, Matilda Guess

Third Party

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