Dalziel & Pow Creates Narrative Wayfinding System for London's Guinness Brewery

Dalziel & Pow, a global strategy and design studio, has developed a comprehensive wayfinding and branding system for the Guinness Open Gate Brewery London, which opened to visitors on December 11. Located in Covent Garden's historic Old Brewer's Yard, the 54,000-square-foot venue spans three buildings and integrates brewing, dining, shopping, and community spaces. The design firm, previously responsible for the Guinness Storehouse in Dublin, approached the project with a narrative focus titled 'Discover the Unexpected,' creating a visual language that blends Guinness's heritage with the lively atmosphere of Covent Garden. Exterior signage draws inspiration from the iconic Guinness pint, featuring matte black panels with white tops that serve both navigational and branding purposes, complemented by subtle color layers, hand-painted signs, and golden harp motifs. Inside, the system incorporates illustrated characters like the toucan and sea lion, originally popularized by John Gilroy, which interact with signage and architectural elements to guide visitors through an immersive experience. Additional features include hand-drawn 'pub facts,' large typographic installations, and two retail areas: the Guinness Good Things pop-up store for temporary collaborations with artists and designers, and the Guinness Goods Market Store offering personalized bottles and a display of the brand's beer range. The project demonstrates how wayfinding can enhance visitor engagement by merging functional navigation with brand storytelling and local context.