The Curragh

Defining the "Home of Irish Racing"

Brand and environment strategy / research and insights / sub-brand identity / environment design / bespoke product design / customer journey mapping

Our brief was to enhance the customer experience throughout this landmark sporting facility, so that it connects more emotionally with the horse racing community. Applying a considered approach to how the various areas must be used and flexed for different race days and events.

To do this, we held workshops with multiple stakeholders focused on customer personas and user needs. This enabled us to understand each customer type, their different requirements and preferences. From here, we mapped out the various customer missions and journeys. We then developed tailored design concepts, zoning, and ways to highlight different spaces within the facility.

A pivotal part of bringing more life to the physical space is the application of environment branding and storytelling, which centres on legendary horse racing figures and the rich history of The Curragh. To add definition, curated areas are identified with references to Kildare and horse culture. A one-of-a-kind, horseshoe-inspired seating structure was designed as a focal point in the Champions Hall. All elements work together to make the brand experience more meaningful and memorable.


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“TapCreative really got to the heart of what makes The Curragh such a special venue. Their creativity and professionalism made working with them a pleasure”
Pat Keogh
Former CEO, The Curragh
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