Guinness x Mason London — GOOD SHOUT STUDIO

GUINNESS x MASON LONDON

Creative Direction

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Open Gate Brewery London unveils exclusive 22-piece Guinness x Mason London collection celebrating Guinness’ most recognisable iconography.

The collaboration is the latest chapter in Guinness Open Gate Brewery London's growing creative story. It follows Mason London's large-scale murals and installations seen across the brewery, together with collaborations with artists Annie Atkins and Archie Proudfoot. Alongside retail partnerships with brands such as Lazy Oaf and Vintage Threads, this new collection reflects the Open Gate Brewery's ambition to champion contemporary creativity alongside world-class brewing.

Following a visit to the Guinness archives, Mason London has reimagined some of the brand's most iconic artwork for a new generation. At the heart of the collection is an undercover toucan, a playful nod to John Gilroy's legendary Guinness character, brought to life across organic cotton T-shirts, hoodies, caps, totes, collectible pint glasses, pub mirrors, homeware and a statement bomber jacket, inspired by vintage Guinness labels.

Mason London said: "When Guinness asked me to create this collection, I got to visit their archives in Dublin and was inspired by the formative work of John Gilroy. I suggested a few of my own funny versions of the Gilroy toucan as a bit of a long shot.

I've always wanted my artwork to be worn by people as well as hung on walls - this turned into a whole collection of it, homewares and all, which I'm still slightly stunned by. Massive thanks to Guinness for letting me have this much fun with it."