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IRE wins big at the 'oscars of the museum world'

16 Nov 2022: DMW is delighted that the Irish Racehorse Experience has won a 2022 THEA Award for Outstanding Achievement from the US-based Themed Entertainment Association. Only 3 European attractions made the global list of 2022 THEA award recipients. 

Cathal Beale - CEO Irish National Stud said “The Irish Racehorse Experience provides a stage to showcase the Irish passion for our racehorses and bring that story to life in a way that everyone can interact with and enjoy. We are thrilled to have secured a THEA award and for the recognition it gives to The Irish Racehorse experience as a significant addition to our world class tourism offering”.

Previously, the experience won Best Use of Digital – International at the 2022 Museums + Heritage Awards in London; and Best Experience Design at the Irish IDI Awards 2021.

Congratulations to our client and the production team!


David Wardell, Tourism Development Manager INS; and Rob Molenaar, DMW Creative accepting the THEA 2023 Award for Outstanding Achievement in Anaheim, California.

New for June 2021, the Irish National Stud & Gardens is launching THE IRISH RACEHORSE EXPERIENCE; a cutting-edge, immersive visitor attraction for those seeking the inside track on Thoroughbred Racing.

“[DMW] were given a limited brief and turned it into something spectacular...they have been a pleasure to work with”

Cathal Beale

CEO Irish National Stud Company

Situated in a purpose-built, state-of-the-art 600 square-metre building overlooking the Living Legends paddock, this new experience celebrates the Irish Thoroughbred Industry.

A world-first, the experience involves the visitor in the lifecycle of the thoroughbred by allowing them to purchase, name and train their very own virtual racehorse before having the opportunity to race the thoroughbred at the Curragh in a "4D ride" experience suitable for all ages.

This 60-minute experience can be enjoyed self- guided or as part of a tour. Unique technology provides intuitive, hands-free foreign language narration for our international visitors to ensure a seamless and enjoyable experience for all.

For one to fly, one need only take the reins...


“ was a triumph for the island, which in its small compass contains a larger percentage of horse-lovers than any country on the face of the earth...”

Irish times Special correspondent reporting on

Irish-trained Orby winning the English Derby in 1907

DMW worked closely with the Irish National Stud to understand their wishes beyond what was in the brief. The client team were open to creating something much more than a horse museum. Given this free rein, and a greenfield site, DMW created a detailed scheme that went out to tender Europe-wide. The tender winners, Hypsos and their consortium partners HWVA and MCW, brought experience and enthusiasm to the project. The production team brought to life a plethora of exhibits, technology working in service to the narrative framework set down by DMW.

The Irish National Stud's high standing in the Thoroughbred industry gave unparalleled access to the men and women who make the sport what it is. As a result, visitors will see how Thoroughbreds are reared and trained to be champion athletes. 

An important part of the experience is the 'Foal to Finish' game. This uniquely uses a hand-held device to allow visitors to purchase, train and ultimately race their own horse; how well you do depends on skill and luck! The 'Foal to Finish' game culminates with a 4D ride custom-designed for the experience by DMW, and engineered to the highest standards by HWVA and MCW.


DMW Creative


Imaginnear Scripting

Hypsos (HWVA and MCW) Production & Set-Dressing

Hannah Brooke-Lawson 'The Irish Connection' film

Sarah Lynch 'The Irish Connection' score

Des Scahill Voiceover for The Big Race



KBM Architects Architect

Tobin Consulting Civil/Structural Eng/PSDP

Bernard Smith Consulting Mech/Electrical Eng

Michael J Broe & Associates  QS

Duggan Lynch Builders  Main Contractor

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