Project Overview

The Irish Exit, a bold venture from the team behind The Dead Rabbit, breaks away from the stereotypical Irish pub experience. Located within Moynihan Train Hall, The Irish Exit offers a vibrant and authentic portrait of pubs across the pond. With branding and design that pay homage to the romance of train travel, vintage-inspired decor, retro posters, and warm colors evoke the spirit of exploration. Brilliantly driven by the innovative minds at Crown Creative, the pub presents a personality direct from Dublin – challenging the typical take on Americanized Irish Pubs. However, with the prime real estate of Penn Station comes a common challenge: how do you get fast-paced travelers passing through to stop in for a pint?

Bar Use Case

For The Irish Exit, the solution was two Oat Foundry Split Flap displays, a nod to the pub’s train-station location. The classic signage, reminiscent of vintage train station timetables, is more than just a decorative bar sign. They add a touch of sound to the ambiance of a beautiful trail station and provide real-time updates on train departures and arrivals, seamlessly blending functionality with aesthetic appeal. Admiring the rhythmic dance of the flaps as they change destinations adds a touch of theater to your visit. Their gentle click-clack evokes the comforting rhythm of train travel from yesteryear. The Split Flap displays are a conversation starter, a unique focal point, and a delightful reminder of the pub’s connection to its travel-centric surroundings in Penn Station.

Integrations and Extras

The Irish Exit’s custom displays include specialty software, designed and built by our team, which displays real-time MTA and LIRR arrivals and departures. Perfect for travelers seeking a quick drink before the train, the pub offers a haven from the city’s hustle and bustle and may expand upon the idea in other transit stations across the country.

Press and Media

When the opening of The Irish Exit was first announced, outlets such as Food & Wine and Eater.com reported on it, remarking that Penn Station, specifically, Amtrak’s train hall, had become “home to outposts of a number of high-profile food businesses,” like Magnolia Bakery and E.A.K. Ramen. Creative Boom covered it through Crown Creative’s contributions, citing the use of “drawing from elements like railway signage, airline branding, and road signs,” like Split Flap, to create an adventure-focused visual identity.

The Dead Rabbit has recently announced plans to open another location at Centennial Yards in Atlanta. Drawing on the same themes of community and food, USA Today and Atlanta News covered the story.

Current Use

The Split Flap displays are still running at The Irish Exit in Moynihan Train Hall. Frequently captured on social media (on both the bar’s Instagram page, their patrons, and random travelers), the sign is well-known and often referenced (clients have approached us because of this sign, and even before working here, many Oat Foundry employees saw it ‘in the wild’). The brand uses the display for seasonal messages, drink specials, guest shout-outs, trivia, quotes, and so much more – it’s essentially a never-ending storytelling tool. Visit the bar yourself the next time you’re in the city or follow The Irish Exit on Instagram or TikTok to see the board in action!

FAQS

What role does custom signage or experiential media play in the bar experience?

Custom signage and experiential media, such as our Split Flap, play a key role in shaping the bar experience. The display, also called a flip board, reinforces the travel theme, fast-paced atmosphere, and kinetic storytelling while also serving a functional purpose. Beyond aesthetics, this particular installation communicates dynamic information, such as departures, specials, or announcements, while its mechanical motion and sound add a tactile, sensory layer that static signage or screens can’t replicate. As a result, experiential media becomes both a focal point and a conversation starter, helping the bar feel distinctive, memorable, and emotionally engaging for guests.

Who manages changing the content on the sign? How do they do it?

The content on the sign is typically managed by the bar manager or owner, using their own content or content within our Portal, a free web-based app. Securely accessible from tablet, phone, or laptop, staff can update Portal in real-time, instantly updating the message on the board using a simple, browser-based control interface. Teams can also schedule content changes ahead (similar to Google Calendar in functionality) with upcoming specials, announcements, or themed messages without technical expertise. This makes the signage flexible and operationally practical, giving the bar full control to keep the content timely, relevant, and aligned with what’s happening in the space.

What does the sign sound like? Can people still hear train announcements while the display is running?

The custom Split Flap sign *sounds like* the classic mechanical flip boards you’d find in train stations: as the flaps rotate to form new text or images, you hear a soft yet distinct rhythm that many people associate with travel nostalgia and analog movement. This sound is part of the experience, inviting people to look up and engage with the sign rather than tuning it out as they would a screen.

At a busy location like The Irish Exit in Moynihan Train Hall, that tactile noise doesn’t compete with or drown out actual train announcements.  The gentle, rhythmic sound is noticeable without overwhelming the ambient environment, especially since it evokes the familiar soundscape of a transit hub, where trains and announcements are part of the background.

Aside from restaurants and bars located in transit areas, what other “themes” would be good for a Split Flap display?

Aside from transit, Split Flap displays are well-suited to restaurant themes that emphasize legacy, change, and craftsmanship. They work well in industrial modern and warehouse-style spaces, where exposed materials and mechanical elements make the motion feel native rather than decorative (Nolita Hall in San Diego is a great example). Retro or nostalgic concepts, such as mid-century, vintage Americana, old-world European cafés, or classic hotel bars, benefit from the analog feel and tactile sound. Speakeasy and hidden-bar concepts can use Split Flaps to reveal messages, codes, or rotating messages that add intrigue and discovery. They also fit naturally into modern eclectic or curated spaces, where a mix of old and new creates visual tension, and into breweries, distilleries, and cocktail bars focused on craft, where the mechanics echo care and process (such as Broken Records Beer Hall in Boston). Overall, Split Flaps are strongest in bar and restaurant designs that want the signage to feel like part of the architecture and narrative, not just a digital screen for information (Yeppa & Co. in Atlanta does this really well).

They also work naturally in environments where rotating headlines or quotes can create a cohesive narrative, such as hospitality settings like hotels or resorts, where welcome messages and local tips evoke a sense of journey without being literal.