Powers Quarter
The Oak, Dublin
Role: Creative Direction
This project was created with Nineyards
The Brief.
As part of the over-arching Powers Quarter project, Powers Whiskey wanted to create a visual storytelling based brand display that authentically connected with The Oak bar.
The Idea.
Utilising the bar’s connection to the famous Mauretania vessel, we created a modern brand beacon were guests could discover the premium nature of the location and the innovative legacy of the brand.
The Powers Quarter is a celebration of the local streets, bars and stories that grew up with the famous whiskey and it’s Dublin Distillery. As one of the six key accounts, The Oak bar required a symbol to mark it out as part of the trail.
As mentioned, the story connection with the venue was via the famous Mauretania luxury liner. The original Oak bar was majorly influenced by the vessel, going as far as using actual panels from the ships interior as its main design features.
In addition, Powers itself was sold to passengers travelling on the ship. Guests were able have a 5 bottle pack of Powers ‘Gold Label’ delivered to their cabins.
As far as design direction, while we knew the bottle needed to be front and centre - this couldn’t just be a straightforward product display.
We wanted to create a beacon for the brand, one that brought content to life in a way that connected with visitors and encouraged participation with the entire Powers Quarter campaign.
Rather than attempt to replicate the Mauretania cabin direction from the original bar, we focused on a modern approach. Using a mirrored background as our basis (adding depth as well as elegance) we utilised a tasteful etching of the ship and its iconic chimneys as a framework for our 5 bottles. By introducing motion sensors, this aspect is only revealed when visitors walk by, resulting in maximum impact. An elegant wooden frame and a backlit plaque highlight the narrative and create an authentic brand connection.
Existing Space