Guinness debuts the world's largest interactive digital screen

Drinks brand Diageo has renovated Dublin's famous Guinness Storehouse, one of the biggest tourist attractions in the Irish capital, with more than 1,2 million visitors a year, to create a “immersive digital brand experience”. Developed by the agency Tribal DDB, the facility features the largest high-definition interactive screen in the world. Users can now create and leave a custom message on the screen, share it online and connect with friends and the Guinness brand on Facebook.

The new digital space -located on the fourth floor of the brewery building- includes a giant interactive Guinness infographic offering visitors the opportunity to explore and play while learning more about the well-known Irish beer brand. The area has also been equipped with iPad kiosks so visitors can interact with the giant screens..

Lisa Fitzsimons, Guinness Storehouse marketing manager, has indicated: “This is just the first phase of an investment 10 million euros that will provide the exhibition with the most innovative technology integrated into the building over the next three years”.

For your part, Tom Roberts, CEO of Tribal DDB London, has added: “What we have created on the fourth floor is the first step in helping Guinness connect the real-world experience of tourists in the factory with the much wider digital world”. Roberts added that the social media installations have transformed the Guiness Storehouse “from an irish experience” in one “global”.