Guinness Storehouse embraces inclusive multimedia tours

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 visitors exploring what the city has to offer.

The Guinness Storehouse originally only offered its guided 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 audio guided 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, inclusive visitor tour experience to the widest range of people.

Solution audio tour translation into seven languages including International Sign Language

In 2011 Antenna was provided with the audio 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 guided tour experiences 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 guide equipment. Following the popularity of the audio guided tours, the guide was upgraded to a multimedia tour produced with images and videos to provide a deeper level of context, explanation and engagement.

Outcome – a popular guide and an improved visitor experience

The multimedia tour guide experience 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 toureven 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

Contact us to find out more about this or any of our other projects.

Contact Us
Guinness Storehouse
Country: Ireland
City: Dublin
Institution Type: Modern Attractions
Year Founded: 2000
Content Type: Audio, Multimedia
Tour Type: Adult, Access

Partner with Antenna

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About Us

We are innovative storymakers and creative technologists devoted to visitor-first experiences.

We make audio tours, mobile apps, multimedia guides, podcasts, interactives, and superior story-driven content for the museum and cultural sector.

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