The super-charged pop-up, which opens on Tuesday and offers members of the public a jaunt through the back-catalogue of irreverent marketing every afternoon this week.

Each evening, Ireland’s premier interviewer Eamon Dunphy will be going head-to-head with leading sports personalities in front of an invited audience and a camera crew – starting with record Boys In Green record goal-scorer Robbie Keane on Tuesday night.

On subsequent evenings, Dunphy will interview champion jockey Ruby Walsh, legendary footballer and pundit Graeme Souness, former Ireland manager Mick McCarthy, and GAA legend Tomás Ó Sé.

The exhibition showcases Paddy Powers most famous and infamous marketing campaigns dating back to Euro ’88.

The Museum of Mischief will be open to the public from 12pm to 2pm next door to the Fitzwilliam Hotel on Dublin’s Stephen’s Green until Saturday.

It also includes a ‘Ruby Rejuventor’ revealing the secret to how Paddy Power have helped keep the record- and bone-breaking jockey Ruby Walsh healthy despite his many injuries over the years.

There is also a ‘Department of Complaints’ which include the bookmaker’s most controversial, and complained about ads, with the Oscar Pistorius promo the most complained advertisement of 2014 with a total of 5,525 objections.