Fuller's Brewery
Sensory Experience
With a rich heritage dating back to 1845, family-run brewery Fuller's Smith & Turner wanted to turn their ‘Hock Cellar’ into a brand space that would enhance their brewery tour experience.

We were asked to create an exciting new visitor experience, that would make Fuller’s Brewery an unmissable destination for beer enthusiasts and tourists alike.

To help celebrate and tell the Fuller’s story, we divided the cellar into various playful zones. We took the audience on a journey of discovery through the brewery’s rich heritage and modern values, through a series of interactive experiences which targeted all five senses. The ‘Exhibition’ and ‘Tasting’ zones tell Fuller’s story through words, visuals, artefacts and hands-on experiences, including interactive smelling jars, magnetic DIY art walls, beer bottle ballot boxes, and the audience also get to sample their favourite Fuller’s tipple.

The Hock Cellar brings the Fuller's journey to life through an immersive and memorable customer brand experience that is bursting with expression.
Since the opening of the new Hock Cellar visitor numbers have increased by 20%, a return on the full investment has been achieved after just 12 months. The brewery tour experience is now listed in the 'Top 10 of the Best Food and Drink Activities' in London.