Wenn später in diesem Jahr das Johnnie Walker Center in der Princes Street in Edinburgh eröffnen wird, erwartet den Besucher dort ein besonderes Einkaufserlebnis, das alles bisher Dagewesene in Besucherzentren in den Schatten stellen soll. Man hat uns dazu einen Pressetext samt neuen Renderbildern des Innenlebens des Besucherzentrums geschickt, die wir Ihnen natürlich nicht vorenthalten wollen. Kommen Sie also mit uns und gewinnen Sie einige Einblicke in das, was Sie ab Sommer in der Princes Street erwartet:
JOHNNIE WALKER PRINCES STREET REVEALS BOLD NEW STEP IN EXPERIENTIAL RETAIL
April 2021: This year’s most anticipated visitor attraction, Johnnie Walker Princes Street, has revealed new images of its state-of-the-art experiential whisky emporium, which will offer limited edition bottles, exclusive liquids and a custom studio, as it prepares to open this summer.
The retail space, which will be the brand’s biggest, will open as part of the eight-floor whisky visitor experience later this year, offering a truly modern whisky shopping experience inspired by the number one Scotch whisky brand. Second only to the store in Madrid’s city centre, the new space, devised by brand innovation studio, Dalziel & Pow, will offer visual theatre, storytelling, and experiential moments where visitors can discover the world of Johnnie Walker and an imaginative, changing collection of local and exclusive products and experiences.
The key features of the Johnnie Walker Princes Street retail store include:
PERSONALISATION: Spanning 320 square metres, the ground-floor retail space will incorporate a personalisation area where visitors can customise their bottles with engraving and bespoke label printing services. Guests will also be able to bottle their own exclusive liquid only available at the Edinburgh shop.
WHISKY: Whisky enthusiasts can explore and shop an incredible range of Scotland’s rarest and most exceptional whiskies as part of its whisky treasure trove. This section of the store will feature bottlings from Johnnie Walker’s Four Corner distilleries – Glenkinchie, Cardhu, Caol Ila and Clynelish – as well as Diageo’s wide range of whiskies.
BRANDED GARMENTS AND ACCESSORIES: As well as offering an incredible selection of whisky, the Johnnie Walker Emporium will sell a range of store-exclusive branded garments and accessories, such as sustainably sourced clothing, home accessories, and bar tools. Customers will also be able to shop highball ingredients and cocktail kits to create their favourite Johnnie Walker serves at home.
INTERACTIVE FLAVOUR JOURNEY: Guests new to whisky have the opportunity to start their own whisky journey with a unique interactive flavour activity which matches customer’s preferred tastes and scents to their perfect whisky profile. So whether you’re a fan of fruity tastes or prefer more of a smoky base, there is something for everyone.
Greg Klingaman, Diageo’s Global Retail Director, said: “
At Johnnie Walker Princes Street, we want our visitors to begin their immersive storytelling experience from the moment they walk through our doors. Our whisky emporium will be the first and last point of their journey with us, which is why we’ve taken so much care and attention to the design of the space. This is whisky retail like you’ve never seen it before, and we can’t wait to share it with our visitors once we open the doors.”
“As well as offering our visitors a truly memorable, immersive shopping experience, we’re also delighted to bring a new retail offering to the iconic Princes Street. There’s never been a shop, never mind a whisky store, like this in Edinburgh’s city centre, and we’re proud to introduce this new modern retail concept to the city.”
The Edinburgh West End building, which Johnnie Walker Princes Street now calls home, has housed retail for almost 100 years, such as department stores Binns and House of Fraser, and the famous corner’s retail legacy will continue through the whisky emporium.
Johnnie Walker Princes Street will take customers on an immersive storytelling experience of the brand’s 200-year-old story, featuring modern sensory tasting rooms, personalised tour and tasting experiences, live performance areas and rooftop bars.
To sign up to the Johnnie Walker Princes Street mailing list and for more information, please visit www.johnniewalkerprincesstreet.com.