Ralph Appelbaum Associates (RAA), a multidisciplinary firm specialising in the planning and design of museums, exhibits, educational environments and visitor attractions, is celebrating the redevelopment of the Midleton Distillery Experience in County Cork, Ireland.
The firm collaborated with Irish Distillers to create a world-class, multisensory Irish whiskey experience attraction. The attraction could potentially welcome over 200,000 visitors a year.
The Midleton Distillery Experience was officially opened by Tánaiste Micheál Martin on 29 September. “Today is a very significant day for tourism in the region as the newly redeveloped Midleton Distillery Experience officially opens,” says Martin. “There is no doubt that this redeveloped experience will further serve to attract both domestic and international visitors in the years to come, supporting jobs in the region and building on Midleton’s long-established reputation as a tourism destination.”
Iconic Irish whiskeys
Midleton Distillery produces some of the most famous and successful Irish whiskeys, including Jameson, Redbreast, Midleton Very Rare, Powers, the Spot range, Method and Madness, and Knappogue Castle.
In creating the Midleton Distillery Experience, the building has been totally remodelled in order to accommodate new interactive whiskey tours, as well as different sampling experiences. This will allow visitors to learn more about the past, present and future of Irish whiskey production at Midleton Distillery.
The refurbishment also includes Ralph Appelbaum Associates-designed contemporary retail, bar and café facilities, as well as renovated workspaces. The project has transformed the distillery into an unparalleled destination for whiskey fans.
Crafting narratives
Midleton is a vibrant site which is more than the sum of its parts. It is a distillery, a brand headquarters, and an iconic landmark – and is home to a wealth of stories and a renowned family of whiskeys.
In response to growing international interest in Irish whiskey, Ralph Appelbaum Associates was asked to develop a new visitor experience that would describe the unique site and its 200-year history of whiskey making.
To create an overall narrative for the redesigned location, RAA’s team began by examining the unique qualities of the distillery site as well as the broad range of whiskey brands owned by Irish Distillers. Four themes were identified for the project: place, the history and character of the site; product, with seven different brands; people, celebrating the generations of people that have shaped the distillery; and process, over two centuries of skilful making characterised by the triple distillation process.
Four key stories were also developed to embody these themes, and are used throughout the site: The Midleton Story; Midleton Moments; Brand Stories and Visitor Orientation.
These stories are woven into the structure of the buildings, with carefully planned views and dramatic moments that frame the visitor’s journey across the site. Historical events are brought to life in the exact location where they occurred.
Authentic experiences
To create the ultimate Irish whiskey destination, RAA defined four key principles for the redevelopment:
- Warmth and wonder. Epic and dramatic moments, offered through techniques such as large-scale Wonderwall installations and immersive media, are contrasted with intimate, inviting, and familiar encounters, delivered through evocative lighting, people-focused photography, and warmly textured materials.
- Powerful thresholds. As visitors go from one area to the next, different thresholds create intriguing transitions. This accentuates the Midleton story and presents each space as an atmospheric, immersive ‘world’.
- The Midleton brand. The history of the distillery and its seven brands is integrated into the newly formed Midleton brand. This establishes Midleton Distillery Experience as a unique destination in its own right, and a rich cross-brand canvas for storytelling and experiences.
- Authenticity and heritage. Midleton Distillery Experience’s most significant asset is its unique historical location. In honour of this, Ralph Appelbaum Associates created an open, intuitive, and friendly environment that “lets the buildings speak”. A new scheme of natural colours and authentic materials like wood, stone, and copper reflect the years of craft and knowledge perfected by whiskey producers on the site.
On-site tour guides and craft ambassadors are an important feature of the experience, and share stories of the site. Content is presented throughout the visitor experience using a variety of narrative approaches, including audio-visual media, integrated graphics, and photographs. The approach to visuals and media is light touch in sections, so as not to conflict with the atmosphere of the historical distillery.
Made in Midleton
The design for the main attraction and the back-of-house amenities was developed with the goal of offering the most welcoming and seamless experience possible.
On arrival, visitors will pass through a memorable threshold which boldly announces Midleton Distillery Experience’s new brand identity. Moving into the lobby, they will visit the reception and ticketing desks, which are clad in charred timber and burl oak, and framed in steel.
The Wonderwall is a dramatic display of bottles which showcases the whole Irish Distillers whiskey collection. The gold and amber liquid is lit from behind, creating a dreamlike warmth throughout the lobby. The massive rotating doors that convey guests through the Wonderwall and into the Midleton Distillery Experience are labelled “Made in Midleton.”
As guests gather for their tours and experiences, they can view an interactive display of media and graphics that are from both the present day and taken from the distillery’s archives. The tours begin in the Launch Theatre, where the amphitheatre-like structure creates a visually and sonically immersive experience. The theatre features a curved screen and tiered wooden seating which is suggestive of the staves in a barrel.
The Main Bar and Signature Bar offer a contemporary, comfortable place to relax, and feature an enormous floor-to-ceiling exhibit which highlights the breadth of Irish Distillers’ entire portfolio.
The Tasting Experience is the heart of the attraction and the most anticipated feature of the tour. Tastings of Irish Distillers’ portfolio of seven brands are hosted in a suite of whiskey brand focused tasting rooms. These include “The Kiln”, which is dedicated to internationally acclaimed Jameson and features mixology and a tasting experience; “The Vault”, an intimate, luxurious tasting experience; and the “Redbreast Bird House”, which is a space designed for enjoying Redbreast whiskey.
VIP tasting experiences are hosted in the Whiskey Vault. The design of this space is sensitive to the original features of the building and can accommodate a large party.
Ralph Appelbaum Associates has designed unusual, immersive retail experiences which evoke the warmth of Midleton. The spaces are beautifully lit by Michael Grubb Studios’, and feature raw steel and oak furniture which complements the building’s original stone structure.
In addition, RAA designed The Malthouse Café, which is a destination in and of itself. The café serves local modern Irish cuisine in a setting that elegantly references the malting barley processes which formerly took place on the site.
Comprehensive service
RAA’s position as the lead design agency included serving as the principal client liaison, leading creative on all parts of the project, being a member of the executive planning team, championing the guest experience, providing art direction at all phases, and coordinating all fit-out sub-consultants.
RAA collaborated with destination branding agency The Place Bureau to lead and direct the Midleton Distillery Experience brand strategy, with input from The Visitor Attraction Company (TVAC). The new Midleton Distillery Experience brand strategy formed the basis of the Midleton narrative, design approach, and new visual identity. This was developed following a crucial insight phase with key members of the Irish Distillers on the ground team, and was guided by a steering group from Irish Distillers leadership team. Project management and QS was provided by Fraser Randall and Michael Lucey & Associates.
RAA provided an extensive range of experience planning and design services for this project. They included architectural and site planning, planning, content development, interior design, brand identity design, graphic design and artworking, scriptwriting, audio-visual media art direction, retail, bar and café design, and fabrication and installation supervision.
John Blanchard, project director for RAA, says: “Working with Irish Distillers and the team at Midleton Distillery has been a huge honour and privilege. The brief was simple and direct, offering a once-in-a-generation opportunity to establish Midleton as the ultimate Irish whiskey destination.
“Today we celebrate the creation of this must-see destination that’s worthy of pilgrimage and fit for the future. The newly redeveloped Midleton Distillery Experience will help Irish Distillers unlock advocacy through the sharing of their stories and their craft with the world.”
David Byrne, director of Midleton Campus (Irish Distillers), adds: “We were delighted to partner with RAA on the design of the newly redeveloped Midleton Distillery Experience. This project was hugely significant for us at Irish Distillers as Midleton Distillery is synonymous with Irish whiskey around the world.
“We wanted a design partner that understood the significance of marrying the old with the new to deliver a world-class, multisensory experience that would solidify its position as one of the best tourist attractions in the world. RAA have developed and brought our vision to life in Midleton and we are really excited to welcome visitors from around the world to experience the magic of Midleton in a new and exciting space.”
The full project team included:
Lead Agency: RAA
Media Design Input and Production: The Mix (Irish Distillers) and RAA
Architect: PM Group
Audiovisual Hardware Design and Engineering: Rockbrook Engineering
Lighting Design: Michael Grubb Studio
Project Management and QS: Fraser Randall and Michael Lucey & Assoc.
AV and Tour scriptwriting: RAA, Laura Murtagh, Yael Weissberg and Irish Distillers
Lead Contractor: PJ Hegarty
Destination Strategy: Irish Distillers and The Place Bureau
Business Planner: The Visitor Attraction Company
Last year, Ralph Appelbaum Associates (RAA) celebrated a number of major awards wins, and was the recipient of four MUSE Design Awards during the 2022 season.
Images kind courtesy of Cathal Noonan
