The Store plays a vital role in the overall visitor journey at the Guinness Storehouse, Ireland’s leading tourist attraction. While the existing retail offering already showcases a high-quality product range across diverse categories, JK Consulting was brought on board to push creative boundaries and elevate the brand’s premium product offering. The goal: to design a new line of desirable products that transcend traditional fashion and embody a bold, artful expression of one of Ireland’s most iconic global brands.
Drawing inspiration from the Guinness brand’s distinctive blend of brightness, spontaneity, warmth, and heritage, we sought to amplify these qualities through elevated retail with products. We identified two exceptional Irish brands—Pawpear and De Bruir —to co-create two unique and compelling product lines.
known for its vibrant illustrated stationery, proved to be the perfect partner to reimagine a bespoke stationery collection. The result is a joyful, colour-rich range that emphasises premium materials, thoughtful details, and playful surprises designed to spark delight at every turn.
De Bruir collaborated with the Guinness Storehouse to develop a refined collection of apparel and accessories. This capsule range highlights impeccable craftsmanship and elevated finishes that reflect the shared commitment to quality and innovation of both brands.
Throughout both collaborations, JK Consulting led the full project lifecycle—from partner engagement and product development to procurement, pricing strategy, merchandising, and launch planning. Every element was carefully orchestrated to ensure the new lines seamlessly reflected the core identity and values of Guinness, while honouring the unique voice of each partner. The result: two standout collections that enhance the retail story at the Guinness Storehouse and offer visitors something truly special to take home.
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