Hot Pickle design £73m Guinness visitor attraction for Diageo in London

Brewing giant Diageo has revealed plans to create a Guinness-themed cultural hub and microbrewery in London, UK with design by Hot Pickle
Called Guinness at Old Brewer’s Yard, the visitor attraction is set to open in London’s Covent Garden in Autumn 2023
The £73m development builds on the success of the legendary 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
It’s fantastic to see Guinness breathing life into our hospitality and tourism industries
– 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 Arts 
Related stories
24 May 2021

Johnnie Walker visitor centre, designed by BRC, opens at Clynelish distillery

24 Apr 2018

Scotland targets alco-tourism with £150m investment into Scotch Whisky projects

FEATURE: Attractions – Perfect Brew

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
CLD,VAT,HAM,PRO,DES,DEV,INV,OPB,SAM,PUB
The visitor attraction is set to open in London’s Covent Garden in Autumn 2023 / Diageo
More news
News stories: 1 - 30 of 7785     
 
 
 
News stories: 1 - 30 of 7785     
 
 
 
company profile
Company profile: Willmott Dixon
Willmott Dixon delivers the social infrastructure that people depend on in their daily lives. We partner with our customers to focus on the services they want to provide, not just the building we construct, and we are committed to achieving a higher social purpose through our work.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
features
Ibuku also designs furniture including this Teardrop Seat
"I needed to be part of something sustainable. It really came down to that"

Bali-based design firm Ibuku has been making headlines with its beautiful bamboo structures and now has its sights set on the resort market. We speak to the team

The installation uses new liquid crystal technology developed by researchers to create the rainbow
The Van Gogh Cycle Path runs from where Vincent Van Gogh lived between 1883 and 1885
"This is not a projection or a slide – it’s a real rainbow"

His Rainbow Station light installation

Kéré’s design is inspired by a tree in his hometown of Gando, Burkina Faso
Kéré told CLAD that the value of great public spaces ‘cannot be measured by money’
"Well designed public spaces are the foundation of a healthy society"

How he designed this year's Serpentine Pavilion

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
features
The development was designed to promote walkability and discourage unnecessary car use
Steve and Marie Nygren
"The vision was to create a community that feels as though it’s always been there"

Eco community Serenbe was launched in the heart of the Giorgia countryside to provide an alternative to the traditional American suburb. As work starts on a new wellness hamlet, we speak to the founders

During: The deep section under construction
Architect, resort owner and pool designer Emanuele Boaretto
"We’re now consulting all over the world with architects and developers on other dive pool projects "

Kath Hudson talks to Italian architect Emanuele Boaretto about building the world’s deepest diving pool to regenerate both his own spa resort and the region

The Chaoyang Park Plaza project topped out in June 2015. The project is located in Beijing’s Central Business District and reaches a height of 120m
Chinese architect Ma Yansong
"We as humans can learn from nature and then move beyond it"

The founder of MAD on nature and urbanism, the Harbin Opera House and battling conservatism

The materiality and physicality of spaces fascinate Holl
Steven Holl is widely considered to be one of America’s most important and influential architects
" What sound is to music, light is to space "

The acclaimed architect speaks to CLAD about Donald Trump, Zaha Hadid and not being obedient

cladkit product news
Eco Resort Network conference to convene in Mauritius this May
The event will be hosted in the Mauritius in 2024
Megan Whitby
Hospitality industry event Eco Resort Network is set to take place at the Ravenala Attitude Hotel, Turtle Bay, Mauritius, from ...
Mather & Co and ITV unite to create Coronation Street Experience
Mather & Co has transformed the visitor centre into the ultimate haven for ardent Coronation Street viewers
Magali Robathan
Experience designers, Mather & Co, have orchestrated a remarkable collaboration with ITV to unveil the new Coronation Street Experience, a ...
Koto Design introduces wood-fired hot tub
Koto is known for crafting modular, energy-neutral cabins and homes
Katie Barnes
A striking wood-fired hot tub has been unveiled by Koto, an architecture and design studio which has a passion for ...
cladkit product news
Alberto Apostoli designs tech-forward Wellness Therapy furniture collection for Varaschin
The furniture collection draws on absolute geometries, pure lines, neutral colours and strong references to nature
Megan Whitby
Furniture manufacturer Varaschin has unveiled the new Wellness Therapy range, designed by Italian spa and wellness architect and designer Alberto ...
Alberto Apostoli and Newform collaborate to launch the A.Zeta showerhead
The showerhead offers two modes; rainfall or waterfall
Megan Whitby
Italian architect Alberto Apostoli has renewed his partnership with Newform – an Italian wellness company – and designed A.Zeta. A.Zeta ...
CSI Design Expo Americas 2024 announces new Attractions & Entertainment Technology Zone
The event will allow buyers and suppliers to meet
Magali Robathan
Cruise Ship Interiors (CSI) invites cruise lines, shipyards, design studios, outfitters, and suppliers to take part in CSI Design Expo ...
cladkit product news
Codelocks develops new glass door smart lock
The new lock model allows facilities and building managers to create and manage access via an app or online portal
Megan Whitby
Codelocks has launched its first glass door smart lock to bring intelligent access control to modern spa, leisure, fitness and ...
Eden project uses drones to spell out climate change warning
Magali Robathan
Almost 300 drones were used to signal an environmental message above the Eden Project’s biomes, during the UN Climate Change ...
Siminetti unveils iridescent decorative panelling range inspired by plants
The Clematis design
Megan Whitby
The Botanicals is Siminetti’s newest Mother of Pearl decorative panelling collection, inspired by the distinctive patterns found in botany and ...
x
Sign up with CLAD for regular news updates