October 12 2012

Glasgow based designers Surface-ID have completed work on a £2m visitor centre for Tullamore D.E.W, the Irish whiskey brand, after winning a five way pitch for William Grant & Sons.

Located in County Offaly, Ireland, the immersive visitor attraction has been designed to translate the whiskey making process into a sensory experience for both tourists and locals.

This takes the form of a variety of installations incorporating incorporating both visual and sensory displays; from a field of outsize barley to a giant washback and stroll across a maltings floor replete with hot air, scents and glowing embers to take visitors on a journey from malting to maturation.

To satiate the tastebuds whiskey buffs are also treated to a three storey gantry piled high with over 1,500 bottles of the liquid gold, whilst an entire floor of the old bonded warehouse has been given over to nosing and tasting.

Claire Kinna, Managing Director of Surface-ID, said, “More and more, drinks companies are looking to create a visitor experience as part of their brand marketing. Design has always been an important way to communicate and translating this through a visitor attraction was an interesting challenge.”

Shane Hoyne, Global Brand Director for Tullamore D.E.W, added: “Without losing any of the character and history Surface-ID have created a space, which combines modern technology with the unique features of the original bonded warehouse. This will allow us to tell our story in the true spiritual home of Tullamore, and attract visitors from all over the world.”

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