The Speight’s Brewery still occupies its original site, which dates back to the late 1800s, with the historic brewery preserved as a popular tourist attraction.
Ignite was engaged to create a flexible retail space and revitalise the brewery tour offering to drive customer engagement. While the tour is one of the most popular tourist attractions in Dunedin, it required a refresh to be brought in-line with Speight’s modern-day brand. It was crucial that the new design celebrated the history of the building, the brand, and the unique brewing process.
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Taking inspiration from the historic site
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Customers can take home their own growlers at the Cellar Door
Working closely with our client, Lion, the Ignite team were guided by their brand standards.
"The space utilises best-practice retail principles to drive commercial benefits and encourage customers to increase their time spent in-store."
In developing the design, we drew inspiration from the traditional and modern-day Speight’s brand and its ‘Southern man’ brand persona, as well as the history of the brewery and its place in Dunedin’s history.
Customers enter the building at ground level, where they come into an open-plan space. The central ticket counter takes pride of place, with the adjacent retail area selling a range of Speight’s merchandise.
As the first point of connection with customers, the ticket counter sets the tone for the new design – strikingly simple elements authentically reflect the Speight’s brand. The retail space allows flexibility in how it is used – all fixtures have wheels so the space can easily be reconfigured or adjusted as needed.
The cellar door gives customers the opportunity to purchase Speight’s product. Staff help customers fill up their own growlers (reusable beer bottles) with their choice of beer on tap, and they can also create their own personalised six packs by selecting from the brews available in the display fridge area.
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