Guinness Storehouse embraces inclusive multimedia tours

Guinness Storehouse embraces inclusive multimedia tours
Country: Ireland
City: Dublin
Institution Type: Modern Attractions
Exhibition Type: Permanent
Content Type: Audio, Multimedia, Video
Language: Portuguese, French, Italian, Mandarin, German, English
Client profile
The Guinness Storehouse is a famous brewery offering tours to visitors from around the world. Guests experience the taste of Ireland’s most famous beer, while learning of the rich brewing heritage and Ireland’s own intriguing history. Located in the heart of the St. James Gate Brewery in Dublin, the Guinness Storehouse is Ireland's most popular tourist attraction.
Challenge - providing the best possible tour experience for millions of visitors
Located in Dublin, the Guinness Storehouse receives over a million visitors a year. Dublin is a vibrant and cosmopolitan city, attracting visitors from around the world, with many non-English speakers exploring what the city has to offer.
The Guinness Storehouse originally only offered its tour in English, but it soon became apparent that many international visitors were missing out on the rich history and story-telling the Guinness Storehouse tour provides. Deaf visitors were also at a disadvantage.
To cater to its ever-expanding guest-list, the Guinness Storehouse decided to build on their existing tour and offer the best possible visitor experience to the widest range of people.
Solution - translation into seven languages including International Sign Language
In 2011 Antenna was provided with the scripts of the existing tour, and asked to translate them into 7 different languages:
  • Mandarin
  • German
  • Italian
  • Spanish
  • Portuguese
  • French
  • International Sign Language

Diane and team used their storytelling experience to translate the narrative in a nuanced and engaging way for each audience. 

The International Sign Language translation is one of a long line of accessible guides developed by Antenna and represents a strong commitment to cultural inclusivity by both Antenna and Guiness Storehouse. 

After translation, Antenna provided both the translated content and tour devices to the Guinness Storehouse team as audio guides. Following the popularity of the audio guides, the guide was upgraded to a multimedia tour with images and videos to provide a deeper level of context, explanation and engagement.
Outcome - a popular guide and an improved visitor experience
The multi-media guide is very popular among many of the Guinness Storehouse international visitors, affordable at only €1 when purchased with a tour ticket, Reviews are very positive: 
  • "Great spot great audio tour and beautiful pint of Guinness highly recommend will be back when visiting again." Visitor, France
  • "This is a great tour, even if you don't like beer. The audio tour is really good. Everything is explained very well and they have a lot of things to see how it worked."  Visitor, Colombia
  • "Highly recommend to go for this tour to get a better understanding of one of Dublin's landmarks and to experience a slice of Irish culture. I chose to get the optional audio tour which was an extra euro and it was worth it as you understand exactly what everything is." Visitor, Dubai