Dalziel & Pow were commissioned to develop a wayfinding concept for the Guinness Open Gate Brewery London, located in the historic Covent Garden neighborhood. The brief called for more than simple navigation: the goal was to create a series of iconic wayfinding and signage moments that would guide, engage and connect more than 44 million visitors—from international tourists to local Londoners—to the Guinness Open Gate Brewery story.
The studio’s solution was to design a cohesive and intuitive visitor journey built around instantly recognizable visual cues. At its heart was a simple yet powerful idea: bringing to life the visual language of a pint of Guinness. In keeping with the brand’s heritage and spirit, Dalziel & Pow layered the wayfinding with moments of magic and storytelling, creating signage experiences that generate social currency while delivering warmth, authenticity and delight.
Architecture itself became a canvas. Buildings, floors, tunnels and thresholds were treated as narrative surfaces, each contributing to the overall story. Circulation spaces were transformed into immersive storytelling moments rather than purely functional transitions. Drawing on the rich heritage of Guinness, brewing culture and the character of Covent Garden, the environment weaves history and place into every step of the visitor journey.
A playful trail of discovery runs throughout the site in the form of thirteen miniature brass harps—Guinness’s iconic symbol—placed at eye level on buildings at key entry and exit points. These “Easter eggs” reward curiosity, encourage exploration and create small but memorable moments of surprise as visitors move through the brewery.
The external wayfinding is anchored by the visual language of the Guinness pint itself, used as a design code across the experience. The contrast of dark beer and white head provides immediate brand recognition without over-reliance on logos. Authenticity was paramount as Dalziel & Pow sought to create an antidote to generic, corporate wayfinding. Hand-painted murals and handcrafted signage introduce texture, tactility and personality, reinforcing the brand’s human touch.
Inside, the wayfinding is brought to life through a supporting cast of illustrated characters inspired by the work of John Gilroy, mastermind behind some of the most legendary Guinness campaigns, and reimagined by Mason London. These playful figures inject humor and charm into the journey, guiding visitors while celebrating Guinness’s creative heritage.
As a globally loved brand, Guinness faced both a challenge and an opportunity: to create cohesion with other Guinness Open Gate Breweries in Baltimore, Chicago and Dublin, while ensuring the London location expresses its own distinct local character. The result is a wayfinding system that feels unmistakably Guinness—yet rooted in the energy, history and craft of Covent Garden.
