Ireland’s most popular visitor attraction is seeking to draw even more visitors after the Guinness Storehouse in Dublin announced €16m (US$18.5m, £14.2m) expansion plans centred around doubling the size of its Gravity Bar.

The culmination of the Guinness visitor experience, the plans will see the creation of a new 360 degree space, which will directly link to the original Gravity Bar – Dublin's highest – forming an expansive area for up to 500 visitors at any one time to enjoy panoramic views of the city.

Originally opened in 2000, the Storehouse has been constantly updated and enhanced, which managing director Paul Carty credits for the attraction's success.

"Staying ahead of the game, innovating and constantly investing has enabled us to provide a world-class experience of one of Ireland’s most iconic brands with huge international demand,” he said.

“Our expansion plans are devised to enhance the experience that we offer to our visitors who come from all over the world to learn more about the iconic Guinness stout, savour amazing food in our restaurants and experience the best views of the city and surrounds from Gravity Bar”.

In addition to the Gravity Bar expansion, a new three storey Guinness Storehouse Hub is to be built, providing additional space for the Guinness Archive, retail space and an employee hub. The original bar will also remain open throughout the proposed construction period in 2018/19.

The plans have been submitted for planning permission. A project team has not been appointed and no decisions have been made regarding the designers who will create the fit-out.

The Storehouse’s most significant recent investment came in 2011, when experience design firm BRC Imagination Arts re-imagined the 7 floor experience into a more coherent and interactive visitor experience, resulting in a significant increase in the number of persons who visited. The attraction is now so popular that half of all visitors to Ireland come to the Storehouse.

“Compelling visitor experiences are central to attracting tourists to our shores and, to stay competitive and grow visitor numbers, it is imperative that we continuously improve our country’s suite of visitor attractions,” said Paul Kelly, CEO of Ireland’s national tourism authority, Fáilte Ireland.

“The Guinness Storehouse is one of Ireland’s leading attractions and an iconic destination which almost everybody who comes to Dublin will seek out and I very much welcome today’s development – it’s great for tourism and it’s great for Dublin.”

An animated video showcasing the early design proposals can be viewed below:

Constant reinvention keeping Guinness ahead of the game, says Storehouse MD