Immersive retail at an iconic new landmark
To create a world-class retail experience at the new brand home of Johnnie Walker, as part of a new iconic visitor experience in the heart of Edinburgh.
The retail space is the starting point as well as the culmination of the tour, and has been created as part of the total experience, and is as immersive as the entire experience, while also allowing people to also just browse and shop the space. The space 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.
Key insight: Whisky is a product people want to discover but there can often be a lack of knowledge and an inability to confidently navigate the category.
Being located in a historic 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 space invites the curious to discover the brand, the single malts of Scotland, and an imaginative, changing collection of exclusive products and experiences.
Strategic shift: Creating a more accessible and engaging experience to connect with both existing fans and also to recruit a new audience with a fresh perspective on Scotch.
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. 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.
“ By creating a retail space that combines interactive experiences alongside the rich heritage and story of Johnnie Walker, we’re offering something new and exciting that connects and delights.” Tatiana Makhankova
Head of Retail Design and Expansion, Reserve at Diageo.