Guinness Storehouse offers an interactive tour to its visitors with 250º projections

The history of this international black beer, from its origin to its best-known advertising campaigns, showcased through stunning audiovisual and sensory exhibits with Panasonic projection technology.

Every year, 1,5 Millions of people visit the Guinness Storehouse, a seven-story facility located in downtown St. James’s Gate Brewery, in Dublin, and therefore considered the main tourist attraction in Ireland, where in addition to enjoying a pint of black beer, They take an interactive tour through the history of this brand through audiovisual exhibitions and sensory experiences.

When those responsible decided to update this installation, Panasonic joined the goal to create new and visually striking exhibitions for visitors. “We needed to modernize our proposition with a reliable technology partner to collaborate with to ensure that our visitors enjoy an enjoyable and immersive experience”, Eibhlin Colgan explained, director of the Guinness Storehouse archive.

Guinness, that arose in 1759, is a brand known throughout the world for the advertising awards it has received. For this reason, the experience needed to reflect and maintain this international element. “Capturing people's imagination has always been one of the objectives of campaigns,” adds Colgan., so the Storehouse needed technology to support them”.

As part of the tour of the seven floors, the World of Advertising section was created, which shows printed campaigns, digital and television over the years, with a projection of 250 degrees of several of Guinness' most popular advertisements, that are combined with an accompaniment song, whose objective is to attract the attention of visitors and reinforce the international philosophy of the brand.

For this, a total of twelve Panasonic PT-DW640 model projectors are used., a single-chip DLP system and 6.000 lumens, with edge blending and RGB Booster function, that guarantees sharp and colorful images to create an immersive experience for visitors.

These devices integrate a dual lamp system to guarantee redundancy and thus prevent the projection from being interrupted in the event that one fails., plus an original ecological filter, which eliminates the need to replace it during 12.000 hours.

This is how Brian Franzoni explains it, general director of Rockbrook Engineering, Irish company in charge of maintenance: “This is a hugely popular attraction., which leaves us very little time for maintenance tasks. To ensure that the exhibition remains open and seen by thousands of visitors every day, “We use Panasonic projectors with built-in redundancy.”.

Twelve Panasonic PT-DW640 projectors are used to create an animated background for a mechanical version of Guinness' famous 'fish on a bicycle'. “We wanted to capture everyone's imagination. We all have our favorite Guinness advert. For this reason, we wanted to show different ways people have interacted with our advertising over the years – Eibhlin Colgan assures. The 250º projection is the culmination of the World of Advertising section, where you can see the extraordinary Guinness television commercials, “within a bespoke surrounding environment”.

For your part, at the Cooperage exhibition & Transport, which tells about the internationalization process of Guinness from 1769, and which is currently exported to more than 150 countries, two Panasonic PT-D5700 projectors are used.

In addition, a gigantic projection made with a three-chip DLP system and 16.000 This manufacturer's lumens direct visitors to the gift shop, showing brand offers and advertisements on a three-meter screen. At the end of the tour, Visitors can enjoy a pint of Guinness at the Gravity Bar, situated on the rooftop with an omnidirectional view of Dublin city.