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Exploring poly-sensorial learnings in
The Guinness Storehouse
Every 2 months, The MCCP team
visit a brand experience with a set of Fresh eyes
to explore a facet of a brand.
We wanted to explore a poly-sensorial
experience of the Storehouse
• As people move further into their search for experiences
and brands try to keep up with them, it becomes
increasingly important for brands to allow consumers to
interact with them on a multi or Poly-sensorial way. In
order to explore this in action, MCCP went to Ireland’s
second most popular tourist attraction (as on July 5th
2011): The Guinness Storehouse.
How are the senses engaged?
How are the senses engaged?
The physical
presence of history
Elements of the
physical world
The Storehouse cleverly places
history literally in the room. He
lease, portrait, and tangible
touchable pieces of the history
of the brand allow the origins of
the brand to become touchable
Water, grain, hops, the textures of wood
and metal from the casks and vats, all
open, all touchable, allows people to
interact in a poly sensorial way. The sound
and power of water, the smell of hops and
roasted ingredients, the feel of grain
The inclusion in the tools and
machines of the process itself
allowed a physical understanding
of the origins of the brand, you
could touch the antique tools and
physically start the brew yourself
Tools of action
How are the senses engaged?
Temperature Movement –
settling
Temperature was controlled at
different levels in the tour. The
fans near the water blew cool air
and the gravity bar is cooled to
instantly deliver an atmosphere
of refreshment on arrival
The sense were stimulated by real
immersion. The waterfall was not just
there, you walker under it. The TV’s were
not just hung, but integrated into the
barrels themselves. You did not just see
the product, but tasted and smelled it
Movement was used to catch the
eye through out the tour.
Unsurprisingly the settling
mechanism was used
everywhere, it created a sense of
energy and movement to the eye
Immersion and
consumption
How are the senses engaged?
Prompting, they tell
you what is being
stimulated
Music and light to
create mood
Not only were senses
stimulated, but were are told
which sense to use and where.
There is a literal signposting
effect to accompany the subtle
cues
The language used both in signposting and
audio commentary was heavily sensually
biased. Imagery through adjectives was
used everywhere
Music and light used the sense to
fool the mind into creating differing
moods at different sections of the
tour. Bright and lively for the
transport section, dark and craft-
like in the cooperage
Immersion and
consumption
How are the senses engaged?
Touch Screens
Touch screens were used with
Cameras to create an
interactive sense with the email
and advertising sections. It put
the tourist in control
Open spaces created a feeling
of movement, a control for the
tourist and a peace and serenity
to the experience through touch
(movement) and sight
Open Spaces
How does using the senses stimulate
emotion? Where are the peaks?
Emotional peaks are created by
interaction, not just by the presence
sensory stimuli
Observation can be very emotional but
will always be trumped by
interaction in this regard
There were several times in the tour
during which tourists were invited
to interact with aspects of it
It is these moments of interaction, where
we saw the emotional peaks
Interaction Emotional
peak
High points of the Storehouse tour are
in the elements that allow interaction
• The childlike wonder of feeling the grain and water. Trepidation “should I touch this?”. The power and tranquillity of the water. The curiosity that evokes a need to touch
Ingredients section
• Both satiation of initial curiosity, the appreciation of taste and the anticipation of a full pint later on Tasting section
• Connection to others and also a sense of status. It acts as a check in. “Look where I am” Emailing section
• Reminiscence of times gone past with the ability to pick your favourite. Also advertising by its nature covers the full spectrum of human emotion Advertising section
• Sense of control, sense of achievement, sense of being taught something Pouring section
• The part of the tour elicited awe and appreciation, of the view and the drink itself. It also acted as an emotional peak on which to end the tour Gravity Bar
How else does the Storehouse tour
work well in a poly-sensorial
manner?
Enter via an Old World into a New
• Red brick
• Cobblestone
• Industrial
structure/beams
• Horses &
Carriages
• Dark
Old World
New World
Contemporary
product built
on a rich
heritage
• Turquoise colour of
beans.
• Modern shop with
plasmas.
• State of the art
visual & audio
equipment
Be the essence of Guinness
The entire Guinness Store house uses
glass, lighting, structure and other visual
cues to give the sensation of being
inside a pint.
This allows the visitor to experience the
very essence of Guinness.
What was missing (in our view)?
A part poly - sensorial experience but
missing crucial parts
The Storehouse is a part poly-
sensorial experience.
Sound, sight, taste, smell, touch
are all in use.
1
Speech is surprisingly unused,
even in all bar and catering areas.
Even our greeting was brief.
Thought is sparse. Touch has a
narrow application and seems as
an add on.
2
The experience aspect is therefore
relatively void as core aspects
such as human interaction and
involvement are largely missing.
3
x x
What is missing?
Inter-
national
Irish
There is a lack of human
interaction on the tour. You
see no people who you
interact with and can share
stories about the brand until
you hit the gravity bar, the
story of Arthur Guinness
himself is quite minimal.
There were a few cues which
reminded visitors that
Guinness comes from Ireland.
Such cues are powerful and
can summon real emotion and
nostalgia. Is Guinness now
simply a GLOBAL brand with
a nod to it’s Irish roots?
The cues did not
force people to stop
and think or
question the world
they live in. As such
it was cognitively
passive
What is missing?
While there were positive areas
of interaction these tended to be
more about the marketing than
the product or the consumer.
Emails from the Storehouse are
about getting the next person in
rather than real greeting, The
most interactive section of the
tour is about the history of the
brand’s advertising.
There are human stories about
the brand that might have been
explored in a poly-sensorial
manner to greater effect
What is your
brands
polysensorial
experience and
are you
leveraging the
right elements
to optimise the
experience?
MCCP Lighthouse™
Quarterly Report – latest
market dynamics in
Ireland
Contact us:
00353 1 6350030
