Baileys ICON Centre
Located within an £11.5 million development in Dublin, Sarner created ICON, a unique food, drink, shopping and entertainment experience for the international drinks company Baileys, now part of Diageo plc. Throughout this experience, visitors are taken on a journey through Irish landscapes exploring the myths, legends and people involved in the story of how Baileys came to be. In total, the internal architecture covers 20,000ft and was custom-made by Sarner to house the stunning scenic and AV effects, which include the largest bar in Ireland with waterfalls, a working mill, gas-lit street scenes and a classical library. The Centre seats 650 people, has three separate bar areas and five food acts, each within their own environment.
LocationLeopardstown, Dublin, Ireland
ServicesStory, Research & Interpretation - Opportunity Assessment - Market and Competitor Research - Visitor analysis - Business Plan Development - Concept Design & Visualisation - Architectural & MEP Coordination - Masterplanning - Scheme & Detailed Design - Project Engineering & Technical Design - Interior Design - Lighting, Audio, Video, Network Design - Set and Staging Design - Writing & Content Development - Media & Film Production - Interactive Technologies - Graphics - Lighting - Audiovisual - Theming - Art Direction - Installation Supervision - Special effects, 4D Vibration, Movement & Smell - Programming - Construction & Installation - Support & Maintenance - Ongoing Upgrades and Extensions - Training - Consultancy
Baileys approached Sarner to design a home for Baileys brand in Ireland, a unique brand destination comprising a national visitor attraction within a restaurant and bar setting, with an entertainment atmosphere that builds on the brand's marketing strategy with its theme of indulgence. Our brief was to capture the spark and spontaneity of the Irish character within an interior inspired by the magic, history and culture of Ireland, where at every turn fantasy becomes breathtaking reality.
Sarner’s unique balance of creativity, commercial awareness and technical excellence helped bring the client’s vision to life, whilst creating a one of a kind destination and a tourist magnet for Ireland. ICON has become a fantastic publicity tool for Baileys and a wonderful platform to let visitors touch the brand like never before.
Visitor feedback has been universally positive. A unique, immersive experience leaves visitors inspired by the brand’s heritage and encourages them to share and champion the story of Baileys, helping to accelerate the company along its strategic marketing goals.
The project delivered a visitor footfall which exceeded all of client’s expectations, and soon after the launch Sarner returned to install people counters at the entrance to help manage the crowds looking to experience the unique visitor attraction.