Projects
Johnnie Walker Princes Street

Johnnie Walker Princes Street

An experience like no other

Looking forward to Johnnie Walker’s 200^th anniversary in 2020, spirits giant Diageo decided to mark the momentous occasion with an unprecedented £185million investment in whisky tourism across Scotland. The project’s centrepiece is the flagship Johnnie Walker Princes Street whiskey visitor experience in Edinburgh.

Set within a landmark transformed, offering eight floors filled with breath-taking bars, event spaces, and views across the capital and castle, Johnnie Walker Princes Street already had the perfect ingredients to stand alone as of Scotland’s finest attractions. But add into the mix a laser focus on creating story-rich, transformative guest experiences, and you have a destination unlike any other in Scotland.

There are experiences that are visual, immersive, and involve storytelling, and there is the rare opportunity to taste whisky directly from the barrels in a live maturation warehouse or examine historical documents from 1820 at the side of the Johnnie Walker archivist. The main experience, the Johnnie Walker Journey of Flavour tour, is brought to life by exceptional guides, using technology and performance arts. What’s more, every guest on that tour is served whisky drinks tailored for their personal tastes, thanks to Diageo’s innovative FlavorPrint™ technology.

The Covid-19 pandemic posed considerable challenges but in the face of them, Johnnie Walker’s Striding Man marched on. After marking 2020 as the brand’s bicentennial, the flagship Johnnie Walker Princes Street welcomed consumers to come walk with it in Summer 2021. It not only stands as one of the best new attractions in a city renowned for its hospitality and visitor experiences, but also sets a new standard in how guests are welcomed and completely immersed in a world of flavour, storytelling, and excitement.

AWARDS:

Visit Scotland, 5 Star Attraction Status
LEED Platinum Certification
Green Tourism 2021, Gold Award
Retail Design Institute, Class of 2021
Muse Creative Awards 2022, Silver, Experiential & Immersive—Retail
Event Marketer—EX Awards 2022, Winner: Best Use of Technology
Campaign Experience Awards 2022, Commendation, Best Brand Experience B2C
Illuminating Engineering Society 2022, Illumination Awards, Award of Merit: Interior Design
Illuminating Engineering Society 2022, Illumination Awards, Award of Merit: System Innovation
The Drum Awards for Marketing 2022, Best Brand Experience or Event
Corporate Content Awards EU 2022, Best use of content in live/experiential setting
Scottish Design Awards 2022, Winner: Experiential
Scottish Design Awards 2022, Design Grand Prix
Marketing Society Star Awards 2022, Silver: Tourism, Leisure, Sport
Edinburgh Architectural Association, 2022 EAA Awards, Winner: Regeneration/Conservation
A/V Awards 2022, Winner: Retail
SEGD 2022, Award of Merit—Exhibition
Icons of Whisky 2023, Best Distillery Visitor Experience
UKinbound Award of Excellence 2023, Individual Attraction of the Year
Transform Awards Europe 2023, Best Brand Experience
Thea Awards 2023, Outstanding Achievement — Brand Experience
World Travel Awards 2023, World’s Leading Spirit Tourism Experience
MONDO-DR Awards 2023, Winner, Leisure & Retail Project
World Travel Awards 2023, Europe’s Leading Spirit Tourism Experience
World Travel Awards 2024, Europe’s Leading Spirit Tourism Experience
World Travel Awards 2024, World’s Leading Spirit Tourism Experience
Finalist: WXO Awards — Share Your Extraordinary 2024, Business
Finalist: Blue Badge Access Awards 2022, Blue Badge Style Award, Best Bar
Finalist: Marketing Society Star Awards 2022, Brand Experience
Finalist: Skift IDEA Awards 2022, Marketing

Client

Diageo

Location

Edinburgh, Scotland

Services

Lead Agency
Strategic Planning
Story & Concept Development
Design Detail
Immersive Media Production
Production
Installation & Integration
Technical Programming
Guide Training

Watch the Sizzle

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Project Details

Overview

BRC has worked across Diageo’s investment to transform their existing Distillery Visitor Centres from production tours into Brand Homes that offer a sense of welcome, hospitality, joy, and connection for a new generation of whisky drinkers.

Challenge

Diageo’s primary objective was to bring in a more contemporary identity: that while Johnnie Walker holds fast to rules for making their whisky, there are no rules for drinking it. Another key objective was to create a lasting emotional bond between visitors and the brand.

Solution

The experience offerings are fully immersive, story rich, and participatory. They connect guests to the people, places, and flavours of Scotland, and transform the traditional image of Scotch as an exclusive spirit into a flavourful and accessible drink guests can enjoy any way they wish.

Key learnings

Today’s consumers expect more than dry facts such as production numbers and alcohol percentages. Incredible storytelling, artifact exhibits, and captivating immersive effects, were all required to bring Johnnie Walker’s rich heritage to life. The Johnnie Walker Princes Street guest experience reinforces the vitality of the brand and welcomes guests to immerse themselves in the art and enjoyment of whisky.

Project Highlights