A Signature Flagship in Edinburgh
Brand Center Concept & Design, Art and Creative Direction
In 2020 Johnnie Walker’s 200th anniversary was marked with a £185million investment in whisky tourism across Scotland. The project’s centrepiece is the flagship Johnnie Walker Princes Street whiskey visitor experience, in the center of Edinburgh.
Eight floors are filled with bars, event spaces, views of the castle and story-rich and transformative guest experience.The Johnnie Walker Journey of Flavour tour is brought to life by guides, using technology and performing arts, immersion, sensory experience and storytelling. Every guest on that tour is served drinks tailored to their personal tastes, thanks to Diageo’s innovative FlavorPrint™ technology.
A multi award winning destination, it stands as one of the best new attractions in a city renowned for hospitality, and sets a new standard in how guests are welcomed and immersed in a world of flavour and storytelling.
for BRC Imagination Arts
visitor experience created, developed and produced by BRC Imagination Arts brcweb.com
for Johnnie Walker Princes Street
Over 25 Awards, including
2023 Thea Award for Outstanding Achievement, Brand Experience
2023 Icons of Whisky, Best Distillery Visitor Experience
2022 Muse Creative Awards, Silver, Experiential & Immersive—Retail
2022 Campaign Experience Awards, Commendation, Best Brand Experience B2C
2021 Green Tourism, Gold Award