Guinness has created a new art installation in the famous Dublin-based Guinness Storehouse, one of the major tourist attractions in Ireland’s capital and the home of the black stuff.
The monument, which was created by the Jason Burges Studio in collaboration with the legendary marketing firm Saatchi & Saatchi, stands 3.6 metres high and weighs a staggering 2 tones thanks to its use of materials like bronze and wood.
Looking soft of like a totem pole crossed with a pint, the Guinness monument has a floating material head and is surrounded by a pint base that features a range of icons synonymous with Guinness from the harp symbol used in its branding to horses, the likes of which have been used in famous Guinness adverts.
The design certainly is multifaceted and contains such a vast array of elements it truly is a work of art in itself.
Speaking about the brief, Sam Hoey, who headed up the project for the Jason Bruges Studio, said: “The brief was to embody the essence of the brand; its historical values, its rich heritage, and the unique craft in its creation.
“The piece we created fuses historical craft and modern technology. We wanted to bring lightness while maintaining the extraordinary level of detail of the rest of the Monument.”
The creation of this special Guinness monument is in conjunction with Guinness’ latest St.Patrick’s Day campaign, Paint the Town Black, which will continue to see Guinness use a variety of promotional platforms until the big day on March the 17th.
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