Responses by Sarah Fairhurst, creative director, Dalziel & Pow.
Background: We were tasked to create a wayfinding concept that helps visitors navigate the Guinness Open Gate Brewery London site, nestled in the historic neighborhood of Covent Garden. The objective was to land a series of iconic wayfinding and signage moments bringing more than 44 million people closer to the Guinness Open Gate Brewery story—from international tourists to local Londoners, those new to Guinness through to its most dedicated fans.
Design thinking: To create a perfect balance of functionality with magic. The solution was to design a cohesive and intuitive journey for an instantly recognizable wayfinding by bringing to life the visual language of a pint of Guinness—the dark beer with the iconic white head.
In the spirit of Guinness, we also had an opportunity to add a layer of magic and storytelling to the signage to create surprising moments that drive talkability and social currency. The vibrancy of the spirit of Guinness was delivered through creative wayfinding that brings brand warmth, tells authentic stories and makes people smile in a way that only Guinness can do.
Challenges: The ambition was to be a complimentary and authentic neighbor. Therefore, a key element to the success of the project was working with brands in the local area to create playful and iconic interventions that united Guinness with the creative and historic local vernacular. We ensured that the signage remained clear to cut through the surrounding visual noise of such a vibrant and creative neighborhood.
The project covers multiple buildings and streets, so we had to find a solution that created a cohesive journey that aids visitor flow, ease of navigation and brings clarity to the offer, ensuring the three buildings are cohesive yet distinct.
Favorite details: The story-led wayfinding. We treated the architecture itself as a canvas; buildings, floors and tunnels—we allowed each surface and threshold to tell part of the narrative. Circulation spaces became immersive moments for storytelling rather than transitional zones. Drawing on the rich heritage of Guinness, brewing and Covent Garden, the environment layers history and place into the visitor journey.
We created a trail of “Easter eggs”—thirteen beautifully crafted miniature brass harps, placed at eye level on all the buildings at key entrances and exit points. These created a playful journey of discovery, rewarding curiosity and bringing moments of delight as visitors move through the space.
Visual influences: The iconic language of the Guinness pint was a central design influence for the external wayfinding, acting as a visual code throughout the experience. The recognizable dark beer with a white head represents Guinness without overreliance on the logo.
Authenticity was key: we set out to create an antidote to generic, corporate wayfinding, favoring character, craft and warmth. Handpainted murals and handcrafted signage ensure texture and personality.
We brought the internal wayfinding to life through a supporting cast of characters, inspired by the artist Gilroy’s illustrations and reimagined by Mason London, adding a playful humor to the journey.
Specific project demands: Opening a Guinness brewery in Covent Garden was a perfect opportunity to draw on the rich history and stories of the area, from the legacy of the former Coombe Brewery that once occupied the site to connections with Gilroy’s studio, which was also based in Covent Garden.
As a well-loved global brand, Guinness faced both a challenge and an opportunity: to create a strong connection with the other Guinness Open Gate Breweries in Baltimore, Chicago and Dublin while ensuring the London brewery feels part of the same family yet expressing its own distinct local character.
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