Pictured Above: Mark Noble, Marketing Manager and Rachael Crawley, Senior Brand Manager at Heineken Ireland.
The Irish pub stands tall among cultural icons, revered locally and globally for their unparalleled social atmospheres. Recognised as the beating heart of Ireland's social scene, where stories and conversations resound within their walls. Heineken Ireland wants to shine a light on their importance by opening virtual Pub Museums across Ireland.
Heineken has partnered with three distinguished Irish pubs to pioneer the virtual pub museum experience. Patrons can now embark on a digital journey through time, exploring the rich history and stories told within these beloved establishments. By scanning a QR code on historical artefacts within the pubs, visitors can unlock a trove of historical facts and stories. Through the dynamic capabilities of Snapchat Lens and the immersive functionality of a web-app powered by 8thWall, our digital project brings Augmented Reality to historical pubs across Ireland. Leveraging cutting-edge technology, our experience seamlessly recognises items within these iconic establishments and overlays them with layers of enriching information. From detailed descriptions to captivating 3D animations and informative audio guides, users are transported into a world where history meets innovation. The AR engine of Snapchat Lens and 8thWall empowers users to engage with their surroundings in an entirely new way, unlocking hidden stories and enhancing their pub experience like never before.
The campaign was co-concepted by Heineken International and Heineken Ireland with creative and tech innovation rolled out by Le Pub (global) and Publicis Dublin, and the publicity campaign and event execution led by THINKHOUSE.
The campaign launch begins with Toners Pub in Dublin on 5th April, followed by the oldest pub in the world; Sean’s Bar in Athlone on 11th April and Mother Macs in Limerick on 18th April. Heineken is also exploring how these pubs can apply for official Museum accreditation via The Heritage Council in a bid to have them formally recognised as museums. This would offer more opportunities and resources for Irish pubs. By supporting pubs in a bid to become an official museum, Heineken aims to preserve pub culture and the future of socialising. The Pub Museum campaign complements the Vintners’ Federation of Ireland bid for UNESCO to formally recognise traditional pubs as key elements of Ireland's intangible cultural heritage, highlighting the pub's role in social interaction, music, storytelling and as custodians of local traditions and history.
Rachael Crawley, Senior Brand Manager, Heineken Ireland commented: "This year and beyond, Heineken Ireland is doubling down on our commitment to the pub trade. As loyal partners to pubs across the country, we're thrilled to launch our Pub Museums initiative. It's not just about celebrating the past; it's about reminding everyone how Irish pubs are woven into the very fabric of our society. Utilising the best tech development and pubs already steeped in history, the idea came to life, and along with our agency partners, we are delighted to be the first market to bring this concept to life.”
Toners Pub, Dublin. Virtual Pub Museum opening April 5th:
Embark on a journey through time at Toner's Pub, as it metamorphoses into a Pub Museum on April 4th. Nestled on Baggot Street in Dublin since 1818, this iconic establishment unveils its rich tapestry of history through captivating artefacts. Step into the virtual museum and discover the visionary spirit of James Toner, the pub's founder, immortalised in the James Toner Portrait which hangs proudly in the pub. Delve into the literary legacy of Toner's, where the echoes of W.B. Yeats, James Joyce, and Patrick Kavanagh resonate through its walls. Amongst the treasures lies The Dubliners Lost & Found Record, a relic from the 60s when the renowned folk band gifted it to the pub, only to be rediscovered six decades later during a Covid pandemic cleanup. Join us at Toners Pub to unearth these tales and more, as each corner unveils the cultural heartbeat of Dublin, where history and heritage intertwine seamlessly.
Paul Corcoran, Manager of Toners said: “As publicans, we understand the profound role Irish pubs play in society and socialising in Ireland and internationally. These are hubs of community, storytelling, and camaraderie. We remain steadfast in preserving our establishments, for they are not just places to drink, but sanctuaries where traditions are upheld, friendships are forged, and memories are made.”
Sean’s Bar, Athlone. Virtual Pub Museum opening April 11th:
Sean’s Bar is proudly renowned as the oldest pub in the world. In 900 AD, a man named Luain established a bar at a crossing point on the River Shannon, facilitating safe passage for both people and animals. This strategic location, near the confluence of the river fed by Lough Ree, led to the development of a settlement around the pub. Later, King Turlough O'Connor erected a castle to protect the burgeoning community, ultimately giving rise to the town of Athlone, derived from Átha Luain, meaning "the ford of Luain." Thus, the town owes its name to the bar's founder, marking a historic legacy dating back to the 10th century. When you step into Sean’s Bar, the sense of history and stories is palpable in the air. There will be many artefacts to scan here including the old walls made of whats called Wattle & Daub or Wattle & Wicker, consisting of hazel sticks interwoven with horse and clay. The use of wattle work in construction is a well known feature from early times dating back to the 8th and 9th centuries. The old walls in Seans bar are officially dated back to 900AD and the pub is also certified by the Guinness Book of World Records. Guests will also be able to learn about the history of the sloped floors which was the original form of drainage in the pub and the tradition of using saw dust on the floor. Another important feature of the pub is the old fireplace dating back hundreds of years which provides a warm welcome to visitors from near and far
Timmy Donovan, Manager at Sean’s Bar said: “As the world’s oldest bar, our commitment to keeping the spirit of the Irish pub alive is unwavering. We’re hugely proud of what we have preserved here. We’re looking forward to welcoming our customers in to have a go of this digital museum and learn even more about Sean’s Bar and all of the stories here.”
Mother Macs, Limerick. Digital Pubseum opening on April 18th:
Mother Macs Public House, an iconic Limerick landmark, stands on High Street and upper Denmark Street since 1787, though its exact age remains uncertain. Formerly known as O'Malley, the building has served various purposes, including as a pub, whiskey/wine/tea merchants, and a grocery shop. Guests to the bar will be able to digitally explore many artefacts in the bar; including measuring jugs hanging from timber beams dating back to the 1800s which were used for ordering drinks based on volume, ensuring fair transactions. Guests can scan the three iron columns believed to originate from the nearby Harrison Lee foundry, operational from the early 1800s until 1932, located just 50 yards away. These columns, carried by local men during the pub's construction, serve as a poignant reminder of the foundry's legacy, immortalised within the walls of the establishment.
Mike McMahon, Owner and Operator at Mother Macs added: “It has never been more important to get behind Irish pubs. At Mother Macs our dedication to upholding the spirit of the Irish pub is extremely important to me and the team here. We invite our patrons to immerse themselves in the rich history of Mother Macs through the digital museum and discover the remarkable tales that have shaped our beloved pub.”
