Roe & Co open distillery experience in Dublin


As part of an ongoing relationship with Diageo and the Guinness Storehouse, Dalziel & Pow has been working with whiskey brand Roe & Co on their new visitor experience and distillery in Dublin, designing a multifunctional retail hub that acts as the threshold for visitor tours.

Blending retail with hospitality, the inviting space provides the perfect introduction and culmination of the distillery tour. Dalziel & Pow developed the customer journeys to cater to various audiences. Visitors are greeted by a concierge and ticketing desk and are welcomed to relax in the lounge areas with refreshments. Large impactful windows with illustrative graphics offer impressive views into the working distillery and what’s to come.

As part of the experience, visitors discover their ideal taste profile when it comes to whiskey cocktails and can even create their very own. Back at the retail space, they can build their own cocktail kit complete with all the ingredients and equipment they need, with a choice of packaging designed by Dalziel & Pow. Visitors can pour their own whiskey from the cask, with the option to personalise their bottle and cork on site. There is also an opportunity to pour your own premixed cocktails from a cask. These change frequently meaning there is always something new to discover.

The space has an industrial, mid-century look giving it a reclaimed, vintage feel. Walls are hand-painted with a copper effect and the natural materials provide handcrafted touches. Neon mesh signage adds to the raw feel and helps visitors clearly navigate the full experience journey, creating beacons throughout the building that highlight each of the main experiences. Totem signage is used for overall distillery navigation of departments and services.

Roe & Co is a contemporary whiskey brand from Diageo inspired by George Roe, an iconic figure and owner of the George Roe & Co distillery, the largest whiskey distillery in 19th century Ireland. The new Roe & Co distillery, opened this year, is situated in the redeveloped Guinness Power Station in Dublin’s ‘Liberties’ D8 district, bringing life back into one of Dublin City’s iconic buildings.

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