Made in collaboration with Milanese creative agency LePub and consultancy Publicis Dublin, the initiative aligns with efforts by the Vintners' Federation of Ireland (a trade association for publicans) to gain Unesco recognition for pubs as integral components of Ireland's cultural heritage. Securing accreditation would afford them governmental grants and tax exemptions typically reserved for cultural establishments, helping alleviate current financial pressures.
Pubs apply to take part via a microsite, then display a ‘This Pub is a Museum’ QR-coded plaque (supplied by Heineken) by their entrance. Visitors can then activate the experience on their smartphones, seeing a 360° virtual overlay on top of pubs’ interiors that includes detailed descriptions of artefacts, 3D animations and audio guides. The agencies have created the experiences using Snap Inc.’s AR engine Lens Studio and US software developer (and Pokémon Go creator) Niantic’s 8th Wall WebAR platform.
So far, Heineken has completed three AR experiences – including Dublin’s Toners Pub (established in 1734). Visitors can scan the portrait of founder James Toner to find out more about his story, as well as the pub’s literary legacy (poet W.B. Yeats, author James Joyce and poet and novelist Patrick Kavanagh used to imbibe there). And at Sean’s Bar in Athlone (central Ireland), said to be the oldest pub in Europe (established in 900AD), visitors can discover more about the building’s construction – its wattle and daub walls are made of hazel sticks interwoven with horsehair and clay.
Heineken Puts Irish Pubs’ Cultural Heritage in the (AR) Spotlight
Published 13 May 2024
Dutch beer brand Heineken is turning Irish pubs into augmented reality (AR) museums, emphasising the role they’ve played as custodians of local traditions, music and world-class literature in a bid to help them secure cultural heritage grants. The campaign lets visitors explore the history of selected pubs via archaeological artefacts and audio guides.
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Made in collaboration with Milanese creative agency LePub and consultancy Publicis Dublin, the initiative aligns with efforts by the Vintners' Federation of Ireland (a trade association for publicans) to gain Unesco recognition for pubs as integral components of Ireland's cultural heritage. Securing accreditation would afford them governmental grants and tax exemptions typically reserved for cultural establishments, helping alleviate current financial pressures.
Pubs apply to take part via a microsite, then display a ‘This Pub is a Museum’ QR-coded plaque (supplied by Heineken) by their entrance. Visitors can then activate the experience on their smartphones, seeing a 360° virtual overlay on top of pubs’ interiors that includes detailed descriptions of artefacts, 3D animations and audio guides. The agencies have created the experiences using Snap Inc.’s AR engine Lens Studio and US software developer (and Pokémon Go creator) Niantic’s 8th Wall WebAR platform.
So far, Heineken has completed three AR experiences – including Dublin’s Toners Pub (established in 1734). Visitors can scan the portrait of founder James Toner to find out more about his story, as well as the pub’s literary legacy (poet W.B. Yeats, author James Joyce and poet and novelist Patrick Kavanagh used to imbibe there). And at Sean’s Bar in Athlone (central Ireland), said to be the oldest pub in Europe (established in 900AD), visitors can discover more about the building’s construction – its wattle and daub walls are made of hazel sticks interwoven with horsehair and clay.