Category: Alcohol & Tobacco > Permanent

Location: London, London, United Kingdom

Submitter: Dalziel & Pow


This Madrid store is the first Johnnie Walker experiential retail flagship. Housing a special collection of Johnnie Walker whiskies as well as hosting a wide variety of immersive experiences, whisky appreciation classes and tastings, the space is designed to help visitors explore the world of Johnnie Walker and Scotch.

It was essential that the concept encouraged the discovery of Johnnie Walker and helped the brand reach a new audience, with a focus on millennials and women. It also had to strengthen ties amongst existing customers and whisky fans. The space aims to educate everyone who walks through the door on Johnnie Walker, telling the brand’s story in a fun, engaging way. The design needed to break with conventions and have a look and feel that moved away from the masculine connotations associated with whisky.

How were the objectives met?

Setting the tone for the space is the palette. Optimistic and colourful, it’s a far cry from the moody, masculine and intimidating environment associated with whisky. Throughout the space are clear, expressive signage, wayfinding and branding that invite customers into the brand’s world and help to tell the story.

At the store’s entrance is the ‘Perfect Serve’ area. A digital screen profiles each customer and matches them to a whisky cocktail. This service introduces novices and millennial customers to the brand and whisky in an approachable way.

Towards the front of the store, a wall showcases the whisky range, divided by coloured labels that relate to each whisky and its flavour profile. Accompanying each is a bell jar where customers can smell the whisky and in the drawers below are takeaway recipe cards that give context in which to appreciate the whiskies. An ‘explore our whiskies’ screen in the middle of the wall explains what goes into each whisky. Customers can try samples at the tasting table.

Customers can finish their ‘perfect serve’ experience at the interactive hosting area at the centre of the store to create their recommended drink and discover the craft of cocktail making. They can also buy all the ingredients that go into making their cocktail.

At the back of the store there’s a ‘My Edition’ station aimed at connoisseurs that houses special whiskies. They can sample these straight from wooden barrels and buy bottled versions, which can be personalised with an engraving or label.