We are delighted to announce that the Irish Racehorse Experience has won the 'Best Use of Digital' Museums + Heritage Awards 2022 in London!

This award follows the IRE's first recognition at the Irish IDI Awards 2021 for Best Experience Design.

Up against stiff competition from a bevy of other innovative international projects, the Museums+Heritage judges gave IRE the nod, impressed by the clever and engaging way this winning project wove the exhibition’s narrative into a fun, interactive experience.

About the experience

Irish thoroughbreds are considered the fastest race horses in the world. The Irish National Stud & Gardens is located in the Irish town of Tully in Kildare. Thoroughbred horses have been bred here since the 1900s.

The unique Irish Racehorse Experience has recently been built on the breeding grounds. This 600m2 experience tells the story of this extraordinary breed and the equestrian sport in Ireland.

Indoor position tracking

Every visitor in the experience receives a tablet, which will track the visitor’s position through all the rooms with an accuracy of 20 cm. When a visitor approaches a movie or interactive, the tablet is synced and automatically plays the voice-over and music in one of the 6 selected languages. For the hearing impaired, the transcription in the correct language is also shown on the tablet.

Buy your own racehorse!

The experience shows the development of a racehorse, from birth to the moment it is used in the races. In addition to the compelling stories about the selection and training of both horses and jockeys, visitors also play the Racehorse Game.

Through the personal tablet each visitor buys a 1 year old 'Yearling' in the famous Irish auction hall 'Goffs' (an immersive projection room of this historic auction hall).

Throughout the game you have to make choices about nutrition, trainers, training and which jockey the horse will ride. All these choices ultimately determine how fast your horse is. And all this comes together in 'The Big Race' where the visitors ride a race against other visitors in an imax-like setting, complete with mechanically moving horses, wind, sound design, dynamic commentary and a life-size projection of the race on a famous Irish circuit.

Real-time analytics

The position tracking system generates real-time analytics. Via a control screen at the reception, staff have an exact view of where the visitors are in the experience. In this way, employees can respond precisely to busy moments and guide the visitors through the experience.

MCW was responsible for all content, films, animations, game design, programming and simulation of the total exhibit. All graphic panels were also designed by MCW.

Chief Executive of the Irish National Stud and Gardens, Cathal Beale:

“The Irish Racehorse Experience provides a beautiful stage for the Irish racehorse to be exhibited to the world. Ireland is unique in its ability to provide the perfect environment for skilled people and very fertile land to breed the best horses.”

Realization: 2020

Client: Irish National Stud & Gardens

Design: DMW creative in collaboration with MCW / creative agency

Main contractor: Hypsos

Project management, engineering and realization: Heijmerink Wagemakers

AV content, interactive game design and print: MCW / creative agency

AV hardware: Hypsos Red Trees