Love has won a 5-way pitch to create a visitor experience centre at the Guinness Storehouse.

guinnessThe Manchester agency will bring Guinness advertising to life with an “immersive, interactive brand experience” at the venue, which received over 1m visitors last year.

“We very much want to take consumers on a fantastical and unforgettable journey through some of the most iconic advertising ever created. The last thing we want this to be is a standard museum display so we’re going for a suitably surreal de-construction and re-imagining of key Guinness ads that will encourage visitors to interact and share stories and their experiences,” explained David Palmer, executive creative director of Love.

It’s the latest phase in the €10 million redevelopment of the Storehouse by Guinness’ owners, Diageo, with the attraction set to open in late spring.

Love will be working alongside Diageo’s in-house team and the agency’s spatial design partner, Spaceman – set up by Chris Britton and Adrian Taylor in 2012.