In 2017, Irish Distillers re-opened the home of Jameson in Smithfield, Dublin, after an €11 million refurbishment. The Bow Street Experience brings the stories of Jameson’s rich heritage to life at the home of Ireland’s best-selling Irish whiskey. As we are a strategic partner of IDL-Pernod Ricard – something we’re very proud of – this close relationship simplified the brief.

We took our place in the project team to meet and exceed our client’s objectives. We worked with BRC Imagination Arts, TOTP architects, Flynn Management and the core IDL project team to provide various degrees of support and turnkey solutions. This was an incredibly aggressive build schedule that required NYD’s collective industry experience and demanded incredibly high standards in the finish.  Our approach was to play our role on a very talented team and use everything at our disposal to make this project a success. Our scope began with the full scenic fit out of all areas and included a full signage package, creative support, manufacture drawings and site management for the scenic build. We also provided a working solution for a live maturation warehouse where visitors get to taste Jameson straight from the barrel.


  • Brand design consultation
  • Build coordination
  • Concept design & development
  • Construction / Fabrication detailing
  • Functional layouts
  • Furniture design
  • Graphic design
  • Health and safety coordination/documentation
  • Industrial design
  • Interior design
  • Lighting design and specification
  • Material and finishing specification
  • Project budget and scheduling
  • Project management