Hot Pickle design £73m Guinness visitor attraction for Diageo in London
![](https://www.leisureopportunities.co.uk/images/2022/349134_588681_49708.jpg)
– Rishi Sunak, Chancellor of the Exchequer
Brewing giant Diageo has revealed plans to create a Guinness-themed cultural hub and microbrewery in London, UK, with design by London-based agency, Hot Pickle.
Called Guinness at Old Brewer’s Yard, the visitor attraction is set to open in London’s Covent Garden in Autumn 2023.
Located on a historic brewing site – the Old Brewer's Yard was the site of beer brewing as far back as 1722 – the £73m development builds on the success of the Guinness Storehouse in Dublin, Ireland.
Covering 50,000sq ft, the venue will feature a microbrewery producing limited-edition beers and offering guests tours with Guinness beer specialists to taste and learn about the iconic stout, its storied history and the company's ambitions for the brand.
An event space and central covered courtyard will enable the hosting of events based around food, drink, the arts and special cultural occasions. It will also be open for use by the local community.
A Guinness store will sell rare items via collaborations and partnerships that are bespoke to the London experience.
There will also be a restaurant with an open-fire kitchen and 360-degrees glass rooftop space, similar to the one in Dublin, offering a "rotating cuisine" experience.
Brewer's Yard will become the southern UK hub of Diageo's award-winning Learning for Life Bartending and Hospitality Programme, with an ambition for over 100 London-based students to graduate from the ‘Guinness at Old Brewer’s Yard’ programme each year.
"This project demonstrates our confidence in London and the UK as a go-to destination for tourists and our commitment to the hospitality sector, which employs almost two million people in the UK," said Dayalan Nayager, MD of Diageo Great Britain.
"Guinness sales in Great Britain have grown by over 30 per cent in the last six months and 1 in every 10 pints sold in London is now a Guinness," he said.
The UK Chancellor of the Exchequer, Rishi Sunak, visited the site during the announcement of the project.
“This multi-million-pound investment is a crucial vote of confidence in our Capital," Sunak said.
"300 years after brewing the first beer in Old Brewer's Yard, it’s fantastic to see Guinness breathing life into our hospitality and tourism industries and creating more jobs and training opportunities in central London."
In 2021, Diageo opened the Johnnie Walker Princes Street visitor attraction in Edinburgh, Scotland, which is part of a cycle of whisky-based visitor attractions throughout Scotland. The Jonnie Walker projects were delivered by the team at BRC Imagination Arts, which celebrated its 40th anniversary in 2021.
Guinness Diageo BRC Imagination ArtsJohnnie Walker visitor centre, designed by BRC, opens at Clynelish distillery
Scotland targets alco-tourism with £150m investment into Scotch Whisky projects
FEATURE: Attractions – Perfect Brew
![The visitor attraction is set to open in London’s Covent Garden in Autumn 2023 / Diageo The visitor attraction is set to open in London’s Covent Garden in Autumn 2023 / Diageo](https://www.leisureopportunities.co.uk/images/2022/THUMB349134_564888_70722.jpg)
![The new resort will be constructed in Magna, one of the five regions within the Neom giga-project / Equinox Hotels The new resort will be constructed in Magna, one of the five regions within the Neom giga-project / Equinox Hotels](https://www.leisureopportunities.co.uk/images/2024/THUMB353630_62059_888960.jpg)
Equinox Hotels to launch futuristic wellbeing resort in Neom's luxury coastal region
![La Maviglia is owned by Ultimate Collection, a Swiss-based development company / La Maviglia La Maviglia is owned by Ultimate Collection, a Swiss-based development company / La Maviglia](https://www.leisureopportunities.co.uk/images/2024/THUMB353614_883337_602129.jpg)
La Maviglia resort and medi-spa launching in Puglia in 2027, designed by Oppenheim Architecture
![<i>Vogue</i> will be updating the Global Spa Guide on an annual basis / Mark Anthony Fox <i>Vogue</i> will be updating the Global Spa Guide on an annual basis / Mark Anthony Fox](https://www.leisureopportunities.co.uk/images/2024/THUMB353474_302327_308310.jpg)
Vogue launches first Global Spa Guide – picks 100 of the world’s best spas
![Okinawa has some of the highest life expectancy rates in the world / Halekulani Okinawa Okinawa has some of the highest life expectancy rates in the world / Halekulani Okinawa](https://www.leisureopportunities.co.uk/images/2024/THUMB353441_374127_63861.jpg)
Japan's first Blue Zones longevity retreat to launch at Halekulani Okinawa
![Staff at Women's Gym have been trained in female health / Total Fitness Staff at Women's Gym have been trained in female health / Total Fitness](https://www.leisureopportunities.co.uk/images/2024/THUMB353401_651305_938584.jpg)
Total Fitness to launch purpose-built Women’s Gym
![Ameyalli is set to become a Ameyalli is set to become a](https://www.leisureopportunities.co.uk/images/2024/THUMB353383_853999_207904.jpg)
Deepak Chopra-backed wellness resort Ameyalli to open among historic Utah hot springs
![Life Time Group Holdings develops residences as well as country clubs / Life Time Group Holdings Life Time Group Holdings develops residences as well as country clubs / Life Time Group Holdings](https://www.leisureopportunities.co.uk/images/2024/THUMB353320_853183_276818.jpg)
Life Time Group Holdings does US$40 million sale and leaseback deal to fund growth
![The Ritz-Carlton Reserve in Maraey will feature 58 villas, designed to offer privacy and impressive vistas of the ocean and surrounding Atlantic Forest ecosystem / Marriott The Ritz-Carlton Reserve in Maraey will feature 58 villas, designed to offer privacy and impressive vistas of the ocean and surrounding Atlantic Forest ecosystem / Marriott](https://www.leisureopportunities.co.uk/images/2024/THUMB353273_404980_331768.jpg)
Ritz-Carlton Reserve to land in South America with tropical retreat in Rio de Janeiro
![The new Banyan Tree destination will open on a 750-acre property on Rockwell Island which is located 48 nautical miles east of Miami / Recent Spaces The new Banyan Tree destination will open on a 750-acre property on Rockwell Island which is located 48 nautical miles east of Miami / Recent Spaces](https://www.leisureopportunities.co.uk/images/2024/THUMB353319_508894_607269.jpg)
Banyan Tree to debut in Caribbean with Oppenheim-designed island retreat
![The new hotel will mark Mandarin Oriental’s second site in London, with a third property due to open in 2028 / Mandarin Oriental The new hotel will mark Mandarin Oriental’s second site in London, with a third property due to open in 2028 / Mandarin Oriental](https://www.leisureopportunities.co.uk/images/2024/THUMB353312_250269_555179.jpg)
Mandarin Oriental’s new London hotel and urban spa retreat opening 3 June
![Focused on thermal experiences and wet areas, the publication was sponsored by Accor and Hilton / Shutterstock/PH888 Focused on thermal experiences and wet areas, the publication was sponsored by Accor and Hilton / Shutterstock/PH888](https://www.leisureopportunities.co.uk/images/2024/THUMB353303_579850_639654.jpg)
GWI unveils latest edition of Hydrothermal Spa & Wellness Development Standards to elevate industry practices
![With Hyperia, Merlin Entertainments has invested in the tallest, fastest coaster in the UK / Merlin Entertainments With Hyperia, Merlin Entertainments has invested in the tallest, fastest coaster in the UK / Merlin Entertainments](https://www.leisureopportunities.co.uk/images/2024/THUMB353291_520886_805831.jpg)
Merlin unveils record-breaking Hyperia coaster at Thorpe Park
![Inspired by the Sonoran Desert, the project is a public-private partnership between Pima County and the Erman brothers’ hospitality development company, Infinite Concepts / Shutterstock/Brent Coulter Inspired by the Sonoran Desert, the project is a public-private partnership between Pima County and the Erman brothers’ hospitality development company, Infinite Concepts / Shutterstock/Brent Coulter](https://www.leisureopportunities.co.uk/images/2024/THUMB353272_852222_343038.jpg)
Connection, creativity and nature inspire Arizona’s upcoming desert wellness sanctuary Align
![Established operators like SHA Wellness are making substantial investments in wellness real estate – the group’s upcoming Emirates outpost will feature a large real estate component with 150 residences and 120 suites / SHA Wellness Established operators like SHA Wellness are making substantial investments in wellness real estate – the group’s upcoming Emirates outpost will feature a large real estate component with 150 residences and 120 suites / SHA Wellness](https://www.leisureopportunities.co.uk/images/2024/THUMB353237_656636_774240.jpg)
Wellness real estate market booming – forecast to reach $913bn by 2028, reports GWI
![The new facility represents Dior's fifth global spa and joins its portfolio of branded wellness destinations in France and Morocco / Dorchester Collection The new facility represents Dior's fifth global spa and joins its portfolio of branded wellness destinations in France and Morocco / Dorchester Collection](https://www.leisureopportunities.co.uk/images/2024/THUMB353087_217202_51713.jpg)
UAE’s first Dior Spa debuts in Dubai at Dorchester Collection’s newest hotel, The Lana
![Europe's first Evian Spa has opened at The Hôtel Royal, a five-star hotel located at the Evian Resort on the shores of Lake Geneva / Grégoire Gardette Europe's first Evian Spa has opened at The Hôtel Royal, a five-star hotel located at the Evian Resort on the shores of Lake Geneva / Grégoire Gardette](https://www.leisureopportunities.co.uk/images/2024/THUMB353000_63020_184996.jpg)
Europe's premier Evian Spa unveiled at Hôtel Royal in France
![The Health Resort is situated around 180km from Shanghai West in a secluded nature haven with views of mountain ranges, lakes and lush hillside tea farms / Clinique La Prairie The Health Resort is situated around 180km from Shanghai West in a secluded nature haven with views of mountain ranges, lakes and lush hillside tea farms / Clinique La Prairie](https://www.leisureopportunities.co.uk/images/2024/THUMB352978_189491_463426.jpg)
Clinique La Prairie unveils health resort in China after two-year project
![GoCo Health Innovation City is already on-site / Copyright: Semrén + Månsson GoCo Health Innovation City is already on-site / Copyright: Semrén + Månsson](https://www.leisureopportunities.co.uk/images/2024/THUMB352968_235299_235120.jpg)
GoCo Health Innovation City in Sweden plans to lead the world in delivering wellness and new science
![Four Seasons has promised wellness will be a central pillar at the upcoming resort / Four Seasons Hotels and Resorts Four Seasons has promised wellness will be a central pillar at the upcoming resort / Four Seasons Hotels and Resorts](https://www.leisureopportunities.co.uk/images/2024/THUMB352928_173701_285534.jpg)
Four Seasons announces luxury wellness resort and residences at Amaala
![Janu Tokyo is home to 4,000sq m of spa and wellness facilities designed to foster connection among guests / Aman Group Janu Tokyo is home to 4,000sq m of spa and wellness facilities designed to foster connection among guests / Aman Group](https://www.leisureopportunities.co.uk/images/2024/THUMB352879_963687_24541.jpg)
Aman sister brand Janu debuts in Tokyo with four-floor urban wellness retreat
![Terme Bjelovar will feature a combination of wellness and leisure facilities / Terme Bjelovar Terme Bjelovar will feature a combination of wellness and leisure facilities / Terme Bjelovar](https://www.leisureopportunities.co.uk/images/2024/THUMB352828_439021_221899.jpg)
€38m geothermal spa and leisure centre to revitalise Croatian city of Bjelovar
![A rendering of Santani, Jabal Shams / Santani Wellness Resorts/Omra Group A rendering of Santani, Jabal Shams / Santani Wellness Resorts/Omra Group](https://www.leisureopportunities.co.uk/images/2024/THUMB352818_952381_796315.jpg)
Two Santani eco-friendly wellness resorts coming to Oman, partnered with Omran Group
![The sky high infinity pool / Kerzner International The sky high infinity pool / Kerzner International](https://www.leisureopportunities.co.uk/images/2024/THUMB352790_952033_494258.jpg)
Kerzner shows confidence in its Siro wellness hotel concept, revealing plans to open 100
![Ritz-Carlton, Portland has been realised inside a 460ft crystalline tower created by GBD Architects / Ritz Carlton Hotels Ritz-Carlton, Portland has been realised inside a 460ft crystalline tower created by GBD Architects / Ritz Carlton Hotels](https://www.leisureopportunities.co.uk/images/2024/THUMB352675_858615_747220.jpg)
Ritz-Carlton, Portland unveils skyline spa inspired by unfolding petals of a rose
![The Emory Hotel will feature a private members club called Surrenne / Maybourne/RSHP/Google The Emory Hotel will feature a private members club called Surrenne / Maybourne/RSHP/Google](https://www.leisureopportunities.co.uk/images/2024/THUMB352640_564217_450366.png)
Rogers Stirk Harbour & Partners are just one of the names behind The Emory hotel London and Surrenne private members club
![Cunnamulla Hot Springs' programming is anchored by self-guided wellness experiences / Peninsula Hot Springs Cunnamulla Hot Springs' programming is anchored by self-guided wellness experiences / Peninsula Hot Springs](https://www.leisureopportunities.co.uk/images/2024/THUMB352645_476299_726112.jpg)
Peninsula Hot Springs unveils AUS$11.7m sister site in Australian outback
![The programme has launched with 25 global pilot participants, with projects in 10 countries / Shutterstock/LightField Studios The programme has launched with 25 global pilot participants, with projects in 10 countries / Shutterstock/LightField Studios](https://www.leisureopportunities.co.uk/images/2024/THUMB352639_655076_803947.jpg)
IWBI creates WELL for residential programme to inspire healthy living environments
![The spa is complete with a 12,000sq ft Water Garden surrounded by lush tropical flora and fauna / Conrad Orlando The spa is complete with a 12,000sq ft Water Garden surrounded by lush tropical flora and fauna / Conrad Orlando](https://www.leisureopportunities.co.uk/images/2024/THUMB352633_265705_625231.jpg)
Conrad Orlando unveils water-inspired spa oasis amid billion-dollar Evermore Resort complex
![Studio A+ designed the hotel with a Zen-inspired orange glass pavilion suspended over water / Archi-translator Studio A+ designed the hotel with a Zen-inspired orange glass pavilion suspended over water / Archi-translator](https://www.leisureopportunities.co.uk/images/2024/THUMB352629_690884_979904.jpg)
Studio A+ realises striking urban hot springs retreat in China's Shanxi Province
![The e-sports arena will have haptic seats and immersive screens / Populous The e-sports arena will have haptic seats and immersive screens / Populous](https://www.leisureopportunities.co.uk/images/2024/THUMB352623_421727_382626.jpg)
Populous reveals plans for major e-sports arena in Saudi Arabia
From parks designed to mitigate the effects of flooding to warming huts for one of the world’s coldest cities, these projects have been designed for increasingly extreme climates