The late Garech Browne of The Guinness Family approached GEE with a vision to develop a brand to transform the family estate into a unique retreat for celebrities, musicians and those seeking an exclusive getaway from the mainstream and paparazzi. Within 5,000 acres of the Wicklow Valley, Luggala has hosted celebrities, including Mick Jagger, Michael Jackson, and Bono, who mingled with poets, painters, actors, and models.
As part of GEE’s comprehensive work with this world-renowned client, our team was entrusted with a unique challenge: to create a bespoke corporate identity and website that would serve as a digital showcase for the Luggala estate. Our mission was to highlight the property’s rich history, stunning landscapes, and unique appeal to potential high-net-worth buyers.
Far from the bustle of Dublin, just 28 miles away, lies a picturesque green landscape set against the sky mirrored in Lough Tay. Iron gates separate the public road from the private avenue of this enchanted valley. Hidden in the Wicklow Mountains is a magical valley named Luggala (Irish: Lug an Lága), meaning ‘a hollow in a ridge’ and home to The Guinness Family Estate.
Luggala Lodge was built in 1787 and later gothicized for the La Touche family, Dublin bankers of Huguenot origin. In 1937, Ernest Guinness bought Luggala and gave it as a wedding present to his daughter, Oonagh Guinness, on her marriage to Lord Oranmore and Browne. Oonagh ‘imbued Luggala with enchantment’ and made it ‘the most decorative honeypot in Ireland.’
The landscape of mountains and glistening lake waters has also created picturesque backdrops for major Hollywood blockbusters and award-winning television series. The breathtaking demesne has been used as a location for films such as “Zardoz” (1974), starring Sean Connery and Charlotte Rampling; “Excalibur” (1981), featuring Nigel Terry and Helen Mirren; “The Nephew” (1998), produced by Pierce Brosnan; “King Arthur” (2004), with Clive Owen and Keira Knightley; and “Astérix et Obélix: Au service de Sa Majesté” (2012), with Gérard Depardieu.
We began by crafting a corporate identity deeply rooted in Irish heritage and the valley’s breathtaking landscape. Drawing inspiration from ancient Gaelic character types, we embarked on a journey to create a visual language that would be both timeless and contemporary. This process involved a meticulous study of Celtic symbols and typography, which we then reimagined through a modern lens.
The resulting corporate identity is a harmonious blend of historical gravitas and contemporary simplicity. By modernising elements of Celtic design, we created a visual narrative that evokes the authenticity and depth of the family’s historical roots while appealing to a discerning, global audience. Each design element — from the logo to the colour palette – was carefully chosen to resonate with the estate’s unique character and place in Irish cultural heritage.
This distinctive identity formed the foundation for a sophisticated website that serves as a virtual gateway to Luggala. The site seamlessly integrates stunning visuals of the estate with immersive storytelling, offering potential buyers an exclusive glimpse into the property’s allure. Interactive features and high-resolution imagery allow visitors to explore the grounds virtually while carefully curated content narrates the estate’s storied past and potential for future legacy-making.
Our approach showcases the property and tells the story of a place where history, nature, and luxury intersect. The result is a digital experience that captures the essence of Luggala, positioning it not just as a property for sale but as a once-in-a-lifetime opportunity to own a piece of Irish heritage.
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GEE Global Pte Ltd
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Singapore 068900
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