In the Irish town of Tully in Kildare is the Irish thoroughbred horse breeding, Irish National Stud & Gardens. Thoroughbred racing horses have been bred here since 1900. This spring new indoor attraction The Irish Racehorse Experience will be delivered at the Irish National Stud and Gardens in Ireland’s Ancient East, to celebrate Ireland’s horse racing industry and heritage.

Last summer Hypsos, together with Heijmerink Wagemakers, Rapenburg Plaza, and MCW, received the particular assignment to be able to arrange the design of this experience. The design is made by DMW creative from Ireland.

Chief Executive of the Irish National Stud and Gardens, Cathal Beale, said:
“The Irish Racehorse Experience will provide a much-needed stage for the Irish racehorse to be showcased to the world. Ireland is unique in its ability to provide the perfect environment of skilled people and highly fertile land to raise the best horses. The experience will allow our visitors to understand how this is done and to try it for themselves.

From foal to finish
Central to the attraction will be an immersive experience which takes the visitor through what it is like to train and race a thoroughbred from foal to finish. Visitors will also have the opportunity to ‘race’ their horse through state-of-art simulation technology which has never been used in Ireland before.

Visitor numbers
Currently, The Irish National Stud receives more than 120,000 visitors annually. This number is expected to increase significantly due to the Irish Racehorse Experience and, in particular, to increase the length of stay of national and international visitors.

Progress of the project
In the meantime, the structure for the 600 m² exhibition space has been built. The design was made by KBM Architects Ltd. The design of the experience itself was carried out by DMW Creative. Hypsos is responsible as the main contractor of the experience. Heijmerink & Wagemakers takes on the design engineering and production of various components (including the big race with 8 full-size interactive racing horses!). For the remaining experience components, there is close cooperation with Rapenburg Plaza (AV hardware) and MCW (AV content). The installation of the experience on location will be completed by the end of this month.

The Irish Racehorse Experience

Interested what Hypsos can do for your brand experience?

Hypsos devises and directs brand experiences that increase brand awareness of your brand and create experiences that will affect your target group, creating even more involvement between visitors and brand. The ultimate goal of this is to add value to the brand, product or service. At a business interior atmosphere, brand identity and functionality are important.

Call to +31 346 35 75 00 or send your to or click on the button below.