TURNING
KILKENNY
INTO ART.
Seven days. One historic brewery. A transformation that made Kilkenny's craft heritage impossible to ignore.
THE CHALLENGE
Smithwick's Experience was reopening after extensive renovations. The space inside was ready. The visitor journey was mapped. But the exterior told no story at all.
Diageo Homes needed the visitor centre to announce itself before anyone walked through the door. The historic gable end on Parliament Street, one of the most visible walls in Kilkenny, needed to become a landmark that honored the brewery's legacy while pulling visitors in.
The brief was to design and execute key creative works that would create lasting impact and talkability. Not decoration. Not branding. Something that felt like Kilkenny itself.
THE APPROACH
We designed a love letter to Kilkenny.
Working seamlessly with Catch Events, OffGrid Media, Kilkenny City Council, and Diageo Homes, we oversaw the design and execution of feature walls and areas throughout the space. Bright, energetic designs and colors transformed the interior experience.
The centerpiece was the historic gable end on Parliament Street. We created a unique interpretation of the craft and characters that made Kilkenny's history so vibrant. Every element honored the city's brewing heritage while feeling unmistakably contemporary.
Seven days. Renowned artist Garreth Joyce leading the execution. A landmark that would make locals proud and visitors curious.
THE WORK
Interior Transformation
Feature walls and designed areas brought energy and color throughout the visitor centre. Each space reinforced the story of Smithwick's craftsmanship while creating Instagram-worthy moments at every turn.
The design balanced heritage with modern aesthetics. Historic brewing equipment sat alongside bold graphics. Traditional Irish craft met contemporary color palettes. The space felt alive, not archived.
The Gable End
The Parliament Street gable became the project's calling card. A massive mural paying homage to Kilkenny's brewing tradition, its medieval history, and the characters who made it all happen. Vibrant, detailed, unmissable.
Brought to life over seven days by renowned artist Garreth Joyce, the mural became an instant landmark. Locals stopped to take photos. Tourists made it a destination. The wall that was once forgettable became the most talked-about feature in Kilkenny.
THE RESULTS
The project received overwhelmingly positive reviews. The gable end became one of Kilkenny's most photographed landmarks. Social media lit up with visitors sharing the wall, the space, the experience.
More than aesthetics, the work achieved something harder: it made Kilkenny proud. Locals saw their city's heritage celebrated in a way that felt modern and relevant. Visitors gained a deeper appreciation for what makes this place special.
The Smithwick's Experience reopened to record visitor numbers. The art became part of the city's identity. And a brief to create talkability delivered something better: a landmark that talks for itself.
“I'm delighted with the restoration… a great representation of what Kilkenny has to offer.”
— Andrew Casey, CEO, Headcase