Diageo has released images of how its new Johnnie Walker Princes Street experiential whisky store will look when it opens this summer.
Located on the ground floor of the eight-floor visitor experience, the store and shop front will sit on the corner of Princes Street and Hope Street in the capital.
The new retail unit will offer limited edition bottlings, exclusive spirits, and merchandise, as well as forming part of the new attraction in that it will also use visual theatre and storytelling to take shoppers on "an immersive journey" into the world of Johnnie Walker and whisky.
Servicing both walk-in high street customers and visitors to the whisky experience, the specialist whisky store will offer shoppers the chance to customise their bottles with engraving and bespoke label printing services at a new personalisation area.
Whisky fans will also be able to bottle their own exclusive whiskies which will only be available at the Edinburgh shop.
The team added that all levels of whisky drinker will be catered for with staff on hand to give expert advice, as well as a unique interactive flavour activity that will match any customer’s preferred tastes and scents to their "perfect whisky profile".
Designed by London-based Dalziel & Pow, the multi-sensory store will have a top range of rare and exceptional whiskies as part of its whisky treasure chamber, which will feature bottlings from Johnnie Walker’s Four Corner distilleries – Glenkinchie, Cardhu, Caol Ila and Clynelish – as well as Diageo’s wide range of whiskies.
Speaking about the futuristic retail concept, Diageo’s global retail director, Greg Klingaman, said: “At Johnnie Walker Princes Street, we want our visitors to begin their immersive storytelling experience from the moment they walk through our doors.
"Our whisky emporium will be the first and last point of their journey with us, which is why we’ve taken so much care and attention to the design of the space. This is whisky retail like you’ve never seen it before, and we can’t wait to share it with our visitors once we open the doors.”
Located in the heart of the city centre, the new whisky attraction, will be run by retail manager Alan Thomlinson, who’ll bring his 25-year management experience from House of Fraser’s Jenners and West End stores to the modern establishment.
Alan added: “The concept for the Johnnie Walker Princes Street whisky emporium is exactly what Edinburgh and the high street needs, that brings together a world-class shopping experience in an experiential format, and I’m ecstatic to be coming on board as the retail manager for this incredible space.”
Currently being built in the former House of Fraser building on the capital's Princes Street, the transformation of the landmark building has been revealed in glimpses of how the attraction will look when it is finished.
The global drinks firm has confirmed it will feature modern sensory tasting rooms, personalised tour and tasting experiences, live performance areas and rooftop bars.
This will include The Explorers’ Bothy, their world class whisky bar, and The 1820 bar - a stunning cocktail bar and outdoor terrace.
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