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.



Leopardstown, Dublin, Ireland
Story, 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

Client's brief

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. 

Our solution

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.


Set on five different levels, this outstanding brand destination incorporates Sarner’s unique combination of creative design and technical know-how with contemporary architecture and interior design.
At the heart of the visitor experience is a spectacular and stunning 12-minute theatrical audiovisual show, inspired by the Irish goddess of beauty, Eriu. Visitors enter a large Neolithic style auditorium where they are immersed into a multi-sensory experience, created using digital technology to portray the essence of Ireland, from its stunning landscapes to the passion of the Irish people. At the end of the show, the audience experiences a simulated earth tremor, before the amphitheatre rotates and reveals the multi-levelled ICON.
The visitors can delve into the heart of the Irish culture and literary history in The Library, reminiscent of Trinity Library, Dublin. They can sit in the leather seats of learning and absorb the smell of leather bound books and aged Irish oak whilst enjoying a quiet drink. Large screens simulate static paintings, which periodically come to life; one of the scenes is a portrait of David Norris reciting poetry.
Visitors can walk through the cobbled street scene into Georgian Dublin, which merges into the street life around the Liffey’s Ha’penny Bridge and the arch of St Stephen’s Green. In the street, the bustle of fishmongers draws the visitor to the seafood platters that are prepared from this area. The scene is dramatic and the Irish snug bar based loosely on Belfast's Crown Bar provides a cosy and intimate alternative.
'We wanted to create an atmosphere that would bring the spirit of Ireland and the Baileys story to life. To achieve this the creative team at Sarner has pushed the boundaries of a theatrical environment, combining the magic and entertainment of the theatre with an eating and drinking experience. Sarner has a vast creative output and a wealth of experience delivering superb attractions. It was extremely exciting to watch them bring the concept to life.'
Peter O’Connor Sales and Marketing Director, Baileys