Lifetime Lab to rebrand to Old Cork Waterworks Experience
The rebranding is part of a strategy to develop the tourist potential of the site and attract additional international and domestic visitors. It follows significant investment by Cork City Council and Fáilte Ireland at the site to develop a new Visitor Experience.
The visitor experience, which is part of the Ireland’s Ancient East network of attractions, tells the stories of the Waterworks through the use of a variety of interpretation media and a new guided tour of the previously inaccessible Engine Room. Visitors actively participate in the Experience and are transported to an era when Cork was the third most important harbour in the world.
The new brand, designed locally, draws on the Victorian architecture and aesthetics of the location by incorporating the limestone and sandstone archways, one of the attractions most notable features.
David Joyce Director of Services, Cork City Council said “Over the last 18 months, the investment by Cork City Council in upgrade and interpretation works has expanded the visitor potential of the site. I am confident the new brand identity will further increase visitor number and add cultural capital to the current range of tourist activities in Cork City”. He added “We all view a healthy tourist industry as a key economic driver for sustaining our City and welcome future collaborations with Fáilte Ireland in the delivery of high quality memorable experiences”
Commenting on the rebrand, Jenny De Saulles, Head of Ireland’s Ancient East, Fáilte Ireland, said: “Fáilte Ireland were delighted to invest in Lifetime Lab, now the Old Cork Waterworks Experience, through the ‘New ideas in Ancient Spaces’ Capital Grants Scheme. Steeped in history and heritage, stories are at the centre of Ireland’s Ancient East and since its launch, we have continued to work with local tourism businesses to provide enjoyable, engaging and accessible cultural experiences. The rebrand will only reinforce the story of the Victorian waterworks as the new name brings three and a half centuries of industrial history to life.”
Revealing the new brand identity for Old Cork Waterworks Experience
(L-R) are Joanne Tuohy, Mervyn Horgan, Cormac O' Callaghan and Shazia Waheed.