Projects
The Four Corners Distillery Brand Homes of Johnnie Walker

The Four Corners Distillery Brand Homes of Johnnie Walker

Transforming Scotch whisky tourism for a new generation of whisky drinkers

The centerpiece of Diageo’s unprecedented £185 million investment in whisky tourism across Scotland is the flagship Johnnie Walker Princes Street venue in Edinburgh and the ‘Four Corners Distilleries’ — Glenkinchie, Clynelish, Cardhu, & Caol Ila —representing the landscape of flavors that impart their unique characters to Johnnie Walker whiskies.

Diageo’s goal is to transform the existing Four Corners Distillery Visitor Centers from production tours into brand homes that offer a sense of welcome, hospitality, joy, and personal connection for a new generation of whisky drinkers. While made from the same three ingredients – barley, water, and yeast – every Single Malt whisky has its unique flavor and character, influenced by where it is made and the people who make it. The reimagined Four Corners brand homes reflect their unique characters and stories while celebrating their vital contributions to the world’s best-selling Scotch whisky – Johnnie Walker.

AWARDS:

Muse Creative Awards, Platinum — Glenkinchie (2021)
Muse Creative Awards, Gold — Clynelish (2021)
Muse Creative Awards, Gold — Cardhu (2022)
Transform Awards EU, Bronze, Best Brand Experience — Glenkinchie (2021)
Transform Awards EU, Bronze, Best Brand Experience — Clynelish (2022)
Edinburgh Architectural Association, Commendation, Regeneration / Conservation Award (2021)
Scottish Design Awards, Building Re-Use, Winner (2021)
Scottish Design Awards, Experiential, Finalist (2021)
Skift Idea AwardsDestinations, Finalist, Destinations (2021)
Green Tourism, Gold Award — Glenkinchie (2020)
Green Tourism, Gold Award — Clynelish (2021)
Green Tourism, Gold Award — Cardhu (2021)
Scottish Structural Awards, Winner, Best Refurbishment of a Historic Building — Glenkinchie (2022)

Client

Diageo

Location

Various Locations, Scotland

Services

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

Project Details

Overview

The Four Corners distilleries represent four distinct Scottish locations, communities and flavours: Glenkinchie’s lowland gardens, Clynelish’s highland mystery, Cardhu’s Speyside orchards, and Caol Ila’s Islay coasts. Guests enjoy the opportunity to awaken their senses and explore each Corner’s natural environment and flavor influences through story-driven and emotionally engaging experiences, including Flavor Journeys and other specialized tours, tastings, and activities.

Challenge

Creating experiences that entice and connect with a new generation of whisky lovers requires taking on some common myths about Scotch whisky: that it is an old-fashioned drink for only certain people, that it should be drunk neat and only after dinner, that single malts are better than blends.

Solution

Guests embark on a full-sensory exploration where they discover, sense, and smell every ingredient used in the whisky-making process. They also explore how flavor is created through hands-on “Story Props.” This helps them truly savor the whiskies – which they taste in different ways – and appreciate the craft and quality which lie behind them. Their interactions with brand home hosts, bartenders, and other special guides result in guests feeling connected to the people of the distillery and to Johnnie Walker.

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 the stories and rich heritage inherent to each distillery to life. Every new brand home and guest experience reflects this deep commitment to seek out the stories that are true to their community and place.