Really pleased to hear that Johnnie Walker Princes Street was one of the winners at the Retail Design Institute's recent awards, being named in the prestigious 'Class of 2021' - see the find class list here
As part of our relationship with the brand, we created the retail experience for Johnnie Walker Princes Street, the exciting new destination in Edinburgh. Well done to all the partners who helped bring this together and especially thanks to all our clients across Diageo.
Partnering with Dalziel & Pow, Diageo have designed the ‘Johnnie Walker Emporium’ on the ground floor of Johnnie Walker Princess Street, as part of this new eight-floor visitor experience for the brand, in the heart of Edinburgh. The retail space is the starting point as well as the culmination of the tour, and has been designed to be part of this total experience, and accordingly is as immersive as the entire experience, while also allowing people to also just browse and shop the retail space.
With this being located in a historic and landmark department store, the concept is a novel reinterpretation of this iconic space, brought to life as an enlivened, dynamic and curated retail emporium. Through visual theatre, storytelling, and experiential moments, The Johnnie Walker Retail Experience invites the curious to discover the ultimate expression of the brand, the single malts of Scotland, and an imaginative, changing collection of local and exclusive products and experiences
Within the 320 sqm retail space are a number of key elements to engage and educate, encouraging visitors to explore the brand, its products and stories.
A showcase wall tells more of the story of the range of Johnnie Walker Labels, and as people approach it, motion sensors trigger the audio content describing the flavours that make each blend unique.Guests can discover their perfect whisky match based upon their taste preferences via the ‘flavour finder table’, where they can start their whisky journey, learn more about their favourite blend, or discover single malts in their personal ‘flavour profile’.
There is a dedicated personalisation space where visitors can pour and bottle their own special edition Johnnie Walker in the custom studio, offering an exclusive seasonal liquid only available at Princes Street in the heart of Edinburgh. Guests can also customise their bottles with engraving and bespoke label printing services, making the perfect gift or memento.
The ‘Whisky Explorer’ is a ‘library’ space where visitors can find single malt whiskies from across Scotland, from the famous and most popular to the rare and hard to find, a treasure trove for the whisky aficionado
As well as offering an incredible selection of whisky, the Johnnie Walker emporium sells a range of store-exclusive branded garments and accessories, such as sustainably sourced clothing, home accessories and bar tools, as part of the lifestyle boutique. Guests will also be able to shop highball and cocktail kits to create their favourite Johnnie Walker serves at home.
The experiential store caters to whisky connoisseurs and novices alike, with staff on hand to give expert advice on the variety of flavours and finishes of our extensive whisky assortment. This is a communal destination and experience where everyone can enjoy and learn more about Johnnie Walker.