The Giant, a cutting-edge visitor attraction for the 21st century, has the potential to deliver significant social, cultural and economic benefits for Dublin, according to a new PwC feasibility study, co-founded by Dublin City Council and Enterprise Ireland. I
The new report points to an exceptionally positive outcome for The Giant and identifies four sites in the Dublin area, with George’s Dock noted as the ideal location for the development.
The concept is described by the study as a powerful catalyst for city-centre rejuvenation, tourism growth, family-friendly experiences, digital innovation, and community engagement.
A new landmark for Dublin
The Giant, standing at over 30 metres, is the world’s tallest moving human-shaped statue—a blend of art, creativity, technology, and storytelling.
Its surface is composed of millions of programmable LED pixels, and it uses advanced, patented technologies to transform into Irish and international game-changers, including scientists, artists, inventors, athletes, celebrities, and humanitarians.
Visitors can also be digitally scanned and mapped onto The Giant’s iconic form.
At the heart of the concept is its mission: “Awaken the Giant in You.” This message is intended to remind every visitor, especially young people and families, that greatness, creativity and human potential lie within us all.
As highlighted in the PwC study:
“At its core, it features a dynamic, moving monument that utilizes full-body technology to transform visitors into Giants, placing them alongside figures from legend and mythology, historic pioneers and today’s most influential game changers in science, technology, the arts, sports, business and media.
“The Giant brings these stories to life, reinforcing the idea that anyone can become a Giant!”
The study concluded that George’s Dock offers a rare, once-in-a-generation chance to develop a world-class attraction that Dubliners can be proud of and that highlights Irish creativity globally.
The proposed €35 million investment will create a new landmark for Dublin and transform the entire George’s Dock area into a lively mixed-use hub. Besides The Giant, several other development ideas are being explored for George’s Dock.
The Giant could successfully integrate and host additional concepts, including new green public spaces, facilities and resources for local residents and community groups, seasonal holiday markets and cultural events, and other family-friendly visitor attractions.
It could also support educational and performance spaces, recreational resources for local residents and others, and digital arts and innovation initiatives.
The study further notes that the project could play a major role in revitalising Dublin’s North Inner City by increasing footfall, supporting local businesses, and creating new jobs and training opportunities.
PwC states: “The Giant can improve Dublin City’s family-friendly appeal and contribute to the city’s rejuvenation and digitalization initiatives.”
The Giant Experience
The core attraction for visitors is The Giant Experience, an immersive adventure contained within a 10,000-square-foot modular space where mythology, history, and future innovations intersect.
Using AR, VR, AI, and holographic storytelling, guests journey from ancient times when giants once roamed the earth through centuries of history, and into the modern era, meeting legendary heroes, world figures, and contemporary changemakers.
The experience concludes by inviting visitors to see themselves transformed into giants on the 30-meter Giant statue.
The PwC feasibility study affirms that The Giant directly supports the main priorities outlined in the Taoiseach’s Task Force for Dublin's 2024 report, especially in increasing foot traffic, enhancing cultural vibrancy, and revitalising the city centre.
The positive results of the study highlight The Giant’s potential to become a groundbreaking new icon for Dublin. It could evolve into a profitable and self-sustaining enterprise, attract major tourism, serve as a resource for Irish artists, performers, and educators, and become a source of civic pride and international recognition.
Earlier this year, The Giant Company was awarded First Prize in the Blue Sky category at the blooloop Innovation Awards.
