Case Study: Guinness boosts footfall and brand engagement with Imagination’s Open Gate Experience

Guinness sold out opening week with Imagination

The customer, Guinness, faced the challenge of creating an authentic and highly anticipated brand experience in London's Covent Garden to blend its culture with that of the capital. They partnered with the vendor Imagination to develop a new brand home and immersive tour.

Imagination designed The Open Gate Experience, a working microbrewery and tour featuring distinct spaces for immersive storytelling, tastings, and brewing innovation. The solution successfully drove significant footfall, selling out for its opening week and achieving 94% of tickets sold in the first month alongside a 97% mystery visitor score.

Guinness