Forever the kings of marketing, Guinness have launched a submarine bar to mark their 250th anniversary.

It took its maiden voyage recently in Sweden and as you can see from the interior, looks more like a bar from the future than a vintage Guinness submarine.

UK- based architectural firm Jump Studios were given the brief of redesigning the interior of the submarine to reflect the Guinness slogan “Alive Inside,” and with the help of carpentry and engineering specialist Nicholas Alexander created a GRP (glass-reinforced plastic) shell that fits inside the passenger compartment of the submarine.The shell is covered in rubber discs and features sculpted nooks for seating, tables and a bar. Some of the discs are hollowed out and inset with LEDs, while others are left empty to serve as receptacles for the all-important cans and glasses.

In addition to being visually stunning, the space had to meet strict marine specifications regarding ventilation and fire safety.

This project, the first of its kind in the world, was commissioned for the Guinness Sea Experience competition, celebrating the iconic brand’s 250th anniversary — when Arthur Guinness signed the 9,000-year lease on the famous St. James’s Gate Brewery in Dublin. 

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