Any colour as long as it's black . . .

THE GUINNESS Storehouse may be the most popular paid tourist attraction in Ireland, but that doesn’t mean it couldn’t do with a makeover every once in a while.

Tribal DDB, the digital agency owned by advertising giant Omnicom, has digitally revamped the fourth floor of the Storehouse as part of a €10 million plan to make the attraction a more interactive experience for visitors.

The floor is now equipped with iPads that encourage tourists who pose for pictures pulling pints to share those images on social media.

Tribal DDB has also added a range of interactive elements, including stout-themed quizzes, and a 22-megapixel Guinness “Community Map” designed to increase Facebook likes under the first phase of a three-year technological refresh of the building.

The Dublin venue will eventually include a bigger exhibition space devoted to Guinness’s advertising campaigns through the years, showcasing iconic imagery and slogans from “Guinness is Good for You” to “Good Things Come to Those Who Wait”.

Mark Brennan, a veteran of digital campaigns for Volkswagen UK and L’Oreal, had been working on the Storehouse project out of Tribal DDB’s London office, but has now returned to Ireland to head up the company’s new Dublin office, where he has been joined by Cliodhna Lamont, who has moved to the agency from WHPR.

Tribal DDB’s Dublin base will now manage the global Guinness digital strategy, including its Facebook and .com sites.

“Guinness is the founding client, but we would be looking at other large clients whether they’re Irish-owned or international,” says Brennan. “Clients who want to do the right kind of work.”