In late 2010 we were invited to create a luxury brand experience space for Johnnie Walker in Shanghai that would be a befitting statement of intent by the world’s biggest whisky brand. Aimed at an invite only, ultra-VIP audience hungry for knowledge and rich brand storytelling, the space delivers a series of layered narratives, art installations and immersive experiences designed to enthral, captivate and convert guests from being simply whisky curious to being whisky evangelists.
Since its first opening in May 2011, The Johnnie Walker House concept has expanded in scope and ambition, we have pushed the storytelling to ever greater heights, opening bigger, more dramatic spaces in both Beijing and more recently Seoul. That journey continues.
Famous Korean artist Byoungho Kim produced a breathtaking hanging ‘whisky droplet’ sculpture.
Digital not as a separate or after thought but an integral aspect of the rich narrative woven throughout the space. From a Microsoft Surface blending tables to gift instant personalisation, every interactive element augments the consumer experience elegantly.
Within the retail space we brought the Blue Label liquid story to life with a series of stunning animations.
Johnnie Walker has a long and distinguished history in China. Our records show that it landed in Shanghai in as early as 1910. We used this heritage as our inspiration, fusing Scottish and Chinese cultures by creating a set of willow patterned, white porcelain square bottles that commemorate Johnnie Walker's pioneering ambition and epic voyage across continents and oceans. The bottles were awarded a D&AD Yellow Pencil in Packaging Design.
We also challenged Johnnie Walker’s Master Blender to create a special blend exclusively for Shanghai, The 1910 Edition.
For Chengdu we created the world's largest Striding Man statue rising from a pool of water to symbolise Johnnie Walker’s journey across the oceans to China.