Guinness – The Pub of the Future
In celebration of St. Patrick’s Day I've worked with Guinness and their Innovation Team to predict what the pub will look like 250 years in the future. Here's the visualisation created by Chris Bainbridge:
Raise a Pint to the Pub of the
Future this St. Patrick’s Day
Since
the signing of the 9,000 year lease at St. James’s Gate brewery in Dublin in 1759, 250 years
ago, Guinness beers have become a key part of pub culture. The pub has become a hub of the community,
and to celebrate St. Patrick’s Day (17th March) – one of the
liveliest pub gatherings of the year – the Guinness innovation team has worked
with Futurist Ben Hourahine and a leading illustrator to bring to life what the
pub will look like 250 years in the future.
Transport
yourself forward to 2259 and the pub will offer cutting-edge technological
innovations to provide multi-sensory experiences (see Notes to Editors for full
details). As you enter, a robotic
doorman picks up information from a RFID tag implanted under your
skin and greets you by name, automatically sending your order to the bar. Your beloved pint of Guinness will still
come to life in front of your eyes with the famous surge and settle action, but
using bio-technology, the bartender will use a Guinness brewing machine
to create a pint set to your preferred ‘roast’ level and deliver it to your
table by a magnetic levitation tray. Your mates from around the World
will join you and your friends via holographic projections. A suggestion of bar snacks to match your
drink will appear before your eyes on the pressure-sensitive
digital tabletop and send your order straight to the bar.
Bar entertainment will also be taken to the next
level. Using 3D screens you will
virtually join your favourite rugby team on the pitch as they score the winning
try. No longer will you have to listen
to the bartender’s choice of music as the pub’s music system will automatically
create playlists by drawing tracks from your mpδ.
In 2259 some things will
remain the same and technology will not replace the landlord who is and always
will be the heart and soul of the pub.
Futurist Ben Hourahaine
said, “The average British pub is steeped in history and despite significant
developments in bar technology over the past 250 years, the majority of pubs
have managed to retain their original character and popularity amongst local
communities. Exciting technological innovations will only enhance the
customer’s experience actively engaging them and inspiring them.”
Paul
Cornell, Marketing Manager added: “With over 5 million pints of Guinness being
raised in the
UK each year on St. Patrick’s Day, it is one of the largest gatherings of the pub
calendar. We strongly believe in the role of the pub as a hub of the community
and look forward to bringing these innovations to life and keeping pub culture
well and truly alive.”
Key to Illustration
(N.B these
ideas are based on technologies all under development)
1. As
you enter the pub, the robotic doorman reads the personal data from your
implanted RFID tag and greets you by name. This microchip tag about the size of
a grain of rice is inserted just beneath the skin and contains information
including your favourite drink and payment details http://www.verichipcorp.com/content/company/rfidtags#implantable
2. Bio-technology plays a big part
in the 23rd Century drinking establishment. To ensure the freshest
possible pint, Guinness is brewed in front of your eyes, similar to freshly
brewed coffee. There is also an option to tailor-make your preferred degree of
‘roast’ character
3. Your glass of Guinness is
automatically carried to your table or bar spot by a “MagLev” tray waiter
(Magnetic Levitation Transportation Technology)
http://magnetbahnforum.de/index.php?en_aboutimb
4. In
2259, virtual world will be a big part of our lives. You can have a "virtual" gathering
of friends at the pub, with holographic projections of your mates from across
the world
5. Whilst
sipping your pint, a suggestion of bar snacks automatically appears on the
interactive, pressure-sensitive digital tabletop in front of you
6. The
embedded digital elements within the wall coverings can be sporadically changed
by the landlord to depict different scenes and create atmosphere http://www.onomy.com/blue/wall.html
7. Entertainment
is bespoke for the clientele and each zone of the pub features its own sound
system, drawing music preferences from the mpδ players of the people nearby to
create pleasing playlists http://www.zonedmusic.com/
8. The
world of pub sport is broad and all-encompassing, drawing on classic formats in
the most cutting-edge executions. A pool table composed of light eliminates wasted
floor space when not in use
http://www.youtube.com/watch?v=thOxW19vsTg
9. Perhaps
the biggest revelation comes when the big rugby match kicks off, not only are
you watching the big games in 3D, but you’ll be able to stand on the pitch. The
convergence of virtual gaming and live sport is an experience to be savoured http://www.telegraph.co.uk/scienceandtechnology/science/sciencenews/3324433/3D-television-'a-reality-within-five-years'.html
10. The Guinness glass from which
you are drinking displays useful info such as temperature and how much you've
consumed, which includes a responsible drinking message, to help you measure
your consumption
Links & Coverage
Telegraph.co.uk: Pub of the Future will take your order Automatically
The Daily Telegraph. p2. 13.03.09
The Sun. p2. 13.03.09
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