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Roe & Co, Ireland

Michael Grubb Studio was appointed by Diageo to act as Lighting Guardians for their new Roe & Co distillery and visitor centre, working in collaboration with RKD Architects, Drinksology, Dalziel & Pow and OCSC.  As Lighting Guardians, we helped to establish the brand lighting concepts and ensured that the various disciplines working on the completion of the project maintained the ambition and integrity of the Lighting Design as intended.

Inspired by one of the biggest names in Irish Whiskey in the 19th century, George Roe, the iconic Guinness Power Station has been regenerated into a new visitor experience and urban distillery. The distillery will distil 14,000 litres of whisky in every run, with an annual maximum capacity of approximately 500,000 litres of alcohol.

Roe & Co is made from the finest hand-selected stocks of Irish malt and grain whiskies aged in bourbon casks. It has the signature smoothness of Irish Whisky with remarkable depth of flavour – a luxuriously smooth blend, with a perfect harmony between the intense fruitiness of the malt and the mellow creaminess of the grain whiskies. The brand has been created to reflect modern, contemporary luxury, in everything from pack to liquid, and with a focus of making Irish Whisky more prominent in Europe’s booming cocktail culture.

During the tour visitors will learn about the history of George Roe, explore the unique process that makes Roe & Co a whisky like no other and explore the five pillars of flavour in a workshop to uncover their ideal taste profile when it comes to whisky cocktails. The experience concludes with one of Roe & Co’s World Class cocktails in the show-stopping Power House Bar.

The launch of the premium Roe & Co Irish whiskey, distillery and experience has been led by a talented female team in Diageo comprising distillers, blenders, marketeers, bartenders and commercial specialists.

Client

Diageo

Location

Dublin, UK

Sector

Brand Lighting

Scope of Works

Brand Lighting

Photographer

Diageo

Design Team

RKD Architects, Drinksology, Dalziel & Pow, OCSC & Michael Grubb Studio