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Design showcase: Roe & Co visitor experience

Contemporary Irish whiskey brand Roe & Co, owned by Diageo, has unveiled a visitor experience at its Dublin distillery. A multifunctional retail hub has been designed by Dalziel & Pow.

Roe & Co opened the new distillery this year. The brand is inspired by George Roe, owner of the the George Roe & Co distillery, the largest whiskey distillery in 19th century Ireland.

Dalziel & Pow has been working with a number of Diageo brands, including the Guinness Storehouse centre. It has also designed experiential showcase stores for whisky brand Johnnie Walker.

Blending retail with hospitality, the space provides both the introduction and culmination of the distillery tour – an increasingly important element of the drinks industry. Customer journeys have been developed to appeal to various audiences.

Visitors are greeted by a concierge and ticketing desk and invited to relax in a lounge areas, with refreshments. Large windows give views of the working distillery, with graphics communicating some of the experiences to come.

During their tour, visitors discover their ideal taste profile in whiskey cocktails, and can create their own personal drink. Back at the retail space, they can build a cocktail kit with all the ingredients and equipment needed to replicate the recipe at home, with a choice of packaging designed by Dalziel & Pow.

Visitors can pour their own whiskey from a cask, with the option to personalise their bottle and cork on site. There is also an opportunity to pour premixed cocktails from a cask.

The space has an industrial, mid-century look with a reclaimed, vintage feel conveyed by materials and finishes. Walls are hand-painted with a copper effect and the natural materials provide handcrafted touches. Neon mesh signage adds to the raw feel and helps visitors clearly navigate the full experience journey, creating beacons throughout the building that highlight each of the main experiences. Totem signage is used for overall distillery navigation of departments and services.

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