Heineken Pub Museums: Preserving Irish Pub Heritage
Irish pubs are globally recognized cultural icons and significant pieces of local history, many of which treasure priceless stories and valuable heirlooms. These pubs continue to play a fundamental role in the communities they serve, and their heritage deserves to be preserved to safeguard both their history and their communities. To showcase these pubs’ value and importance, Heineken® has launched virtual Pub Museums across Ireland.
For this innovative campaign, conceived by creative agency LePub and Publicis Dublin, each participating pub has been transformed into a virtual museum. These virtual museums include historical artifacts, audio guides, and even souvenirs. At the entrance of each pub, a plaque reads “This pub is a museum,” welcoming visitors. By scanning a QR code on the plaque, pub customers are transported into a virtual experience where they can discover the history of each pub. An augmented reality (AR) overlay tells stories and local legends, recreating the experience of being in a traditional museum.
The experience began on April 4th at the iconic Toners Pub in Dublin with a launch event featuring local celebrities and influencers. It has since expanded to Sean’s Bar in Athlone and Mother Macs Public House in Limerick. Sean’s Bar, believed to be the oldest pub in Ireland and possibly the world, offers users a chance to explore its legendary history, supported by archaeological evidence.
The technology behind this seamless experience was created by combining complex elements to achieve an AR-navigable museum. Indoor navigation and the pub’s geolocation were paired with training a model to recognize ancient objects present in the spaces. Each artifact was left untouched, instead being turned into a digital 3D object recognizable at 360° through tracking, built using photogrammetry. Users can visit the pubs with their mobile phones, moving among virtual objects to discover their history, making for an immersive experience where technological complexity results in ease of use.
The campaign aims to safeguard pubs for generations to come, protecting the “home of socializing.” Being recognized as official museums would provide these pubs with opportunities and resources usually reserved for other cultural landmarks. Heineken® is exploring how these pubs can apply for official museum accreditation via a national accreditation program in a bid to have them formally recognized as museums.
By transforming Irish pubs into virtual museums, Heineken® has created a unique blend of tradition and technology. This initiative not only highlights the cultural significance of these establishments but also ensures that their stories and artifacts are preserved for future generations. Through the use of innovative AR technology, Heineken® has made it possible for anyone to explore and appreciate the rich history of Irish pubs from anywhere in the world.
The “Pub Museums” campaign is a testament to Heineken®’s commitment to cultural preservation and innovation. It provides a new way to experience the history and heritage of Irish pubs, ensuring that these iconic establishments remain an integral part of their communities for years to come. As Heineken® continues to expand this initiative, more pubs will have the opportunity to share their unique stories and cultural significance with a global audience.
