Irish pubs hold a special place in the hearts of many, embodying centuries of culture, tradition, and community. Recognizing the importance of preserving these iconic establishments, Heineken® has embarked on an innovative campaign to transform select pubs into virtual museums across Ireland.
Conceived by creative agency LePub and Publicis Dublin, the initiative aims to showcase the rich history and significance of Irish pubs by leveraging cutting-edge technology. Each participating pub has been meticulously transformed into a virtual museum, complete with historical artifacts, audio guides, and immersive experiences.
Upon entering a pub involved in the initiative, visitors are greeted by a plaque bearing the words “This pub is a museum.” By scanning a QR code on the plaque, patrons are transported into a virtual realm where they can explore the pub’s history and heritage. Augmented reality overlays bring local legends and stories to life, creating an experience akin to wandering through a traditional museum.
The campaign kicked off on April 4th at Toners Pub in Dublin, with a star-studded launch event attended by local celebrities and influencers. Since then, the initiative has expanded to include Sean’s Bar in Athlone and Mother Macs Public House in Limerick. Notably, Sean’s Bar, believed to be the oldest pub in Ireland and possibly the world, offers users a glimpse into its legendary past, steeped in mystery and supported by archaeological evidence.
Behind the seamless user experience lies a complex technological infrastructure. Indoor navigation and geolocation technologies are combined with advanced image recognition and photogrammetry to create digital replicas of historical artifacts within the pubs. The result is a fully immersive experience that allows users to explore the pubs’ histories from their mobile devices with ease.
Beyond preserving pub heritage, the campaign aims to secure official museum accreditation for these iconic establishments. By becoming recognized as museums, pubs would gain access to resources and opportunities typically reserved for cultural landmarks, ensuring their preservation for generations to come.
Heineken®’s commitment to safeguarding Irish pub culture underscores the brand’s dedication to community and tradition. Through the Virtual Pub Museums initiative, Heineken® is not only celebrating the legacy of Irish pubs but also paving the way for their continued relevance in the modern age.