Our design mission was to transform the high-capacity Tullamore DEW production facility into a world-class, dual-purpose guest experience. The journey is anchored by two monumental destinations: the Stillhouse and the Maturation Warehouse. Recognised as one of the most extensive and authentic tours in Ireland, the experience successfully bridges the gap between industrial prowess and sophisticated sensory storytelling.
The Tullamore DEW Distillery
Experiential Positioning
A blend of traditional whiskey distillery tour and sci-fi experience - from age old cask draws to state of the art self blending machines - Tully has it all.
Interior Design
We created four highly individual spaces across distillery and maturation warehouse that invited guests to engage their senses
Signage & Product Design
It’s the smaller touch points that are often the measure success. We were responsible for these small wins, the signage and even the ‘Be the Blender’ product design.
Retail and an Irish Coffee welcome
The Tullamore DEW. experience begins and ends in a re-imagined reception and retail. The tour launches with a welcome drink: guests receive an Irish coffee from a custom trolley as automated bi-folding shutters - adorned with our bespoke technical infographics - retract to unveil the massive stillhouse. After stepping inside and witnessing the heart of production, an electric bus transports guests to the maturation warehouses.
The re-imagined reception and retail is anchored by the project’s crown jewel: a beautifully bespoke blending machine. The design merged familiar vending machine technology, tested to a million pours, with custom engineering to invite guests to “be the blender.” The result is a signature blend created via curated questionnaire or a freestyle choice of the three styles of Irish whiskey.
Be the Blender
Stillhouse cask draw
Within the stillhouse, we leaned into the cinematic scale of the site. In an expanse of aging casks reminiscent of the final “Ark of the Covenant” scene in Indiana Jones, we hid a modular cask-draw installation. Like a secret treasure discovered amidst a sea of crates, this tasting hub is built in sections with forklift movement in mind; as the whiskey stock moves, the experience follows. The journey comes full circle through the cooperage and sensory blending rooms, returning guests to the retail space.
Accurate to our vision
The before and the after. We pride ourselves on the meticulous quality of our design packs and realistic renders. This side-by-side comparison demonstrates the striking similarity between the client sign-off and the final delivered fit-out.
