Brand Experience, Brand Storytelling, Multiple Offerings

Weaving the rich story of The Curragh throughout the iconic horse racing grounds

What if a racecourse could be more than a venue for sport, but a cultural destination that celebrates history while shaping the future? At The Curragh, Ireland’s most iconic racecourse, TAP was tasked with bringing its rich heritage to life while reimagining the visitor experience for a new era.

Our Approach

[ Built around stories ]

Through research, insights, and journey mapping, we uncovered ways to make The Curragh’s brand and story part of every touchpoint. From bar and dining experiences to spatial storytelling, we wove heritage and modernity together, creating spaces that inspire, welcome, and delight beyond race days.

The Result

[ CREATING A CULTURAL LANDMARK ]

The Curragh now offers more than racing. Visitors experience a destination that blends tradition with modern hospitality, where stories of the past are celebrated while new memories are made. Fine dining, crafted bar environments, and branded experiences create a sense of place that feels both timeless and forward-looking.

By reimagining The Curragh as a holistic destination, TAP helped position it not just as Ireland’s home of horse racing, but as a vibrant cultural landmark with appeal that extends far beyond the track.

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Laya Healthcare Clinics

Shaping the Customer Experience With a Flagship Walk-In Clinic

The Curragh

Weaving the rich story of The Curragh throughout the iconic horse racing grounds

Our Approach

The Result

RESULT HEADING

RESULT HEADING

RESULT HEADING

Laya Healthcare Clinics