23/01/2026
The Guinness Storehouse is one of the best attractions in Dublin, in my humble opinion. Guinness is not only a huge symbol of Ireland but also one of the strongest Irish brands in the world. Its bold and unique expressions have created, and continue to create, an iconic brand narrative through time.
From its distinct taste and distinctive black-and-white appearance to the famous ad campaigns, Guinness creates a fun, epic atmosphere that captivates every visitor to Ireland. St James’s Gate successfully immerses guests in this vibe through its beer and history.
They evoke all our senses to involve us in the tour: sound, forms, smells, temperatures. And to tie the narrative together, they use type!
Well, to tell a written story we must all use typography, right? But here they go above and beyond.
Type is used everywhere in diverse ways: as neons, printed, stenciled, dimensional lettering, and even as water.
I’ve been fortunate enough to visit the Guinness Storehouse three times in the last 11 years, and it still makes me admire and immerse myself in the brand’s universe, even on the third visit.
It’s amazing to see what has remained and what has been upgraded, such as how they showcase water and barley, using water to form graphics and letters, or the illuminated letters that emerge between the barley crops.
They continually reinvent the experience to engage both new and returning visitors. The tour has never failed to leave me wanting more as we discuss the experience with a pint of Guinness in the Gravity Bar, admiring the Dublin scenery where it all came to life.
