Johnnie Walker
Princes Street Edinburgh | Sept 21
The Project
Diageo’s Johnnie Walker Princes Street is a global flagship visitor experience located in Edinburgh city centre’s West End. Following an extensive 4.5 year site remodelling, the venue – which opened in September 2021, is at the heart of Johnnie Walker’s £185 million investment in whiskey tourism for Scotland.
The Brief
Global experience design and production company BRC managed the entire project, appointing all contractors for every element of the complex brief. Following separate, rigorous tender processes, BRC engaged technical solutions specialist d&b solutions as the project’s lead integrator for lighting and AV.
The Solution
The multi-purpose venue includes two rooftop bars, a terrace with city views and an interactive experience taking visitors on a journey through the 200-year history of the whisky company. Across eight floors, different zones feature tasting hubs, live entertainment, a museum, immersive performances from actors and host-led tours.
Anya Haarhoff
Diageo’s Global Director Luxury & Retail
“I write to you on behalf of Diageo to express our gratitude to everyone at your company who played a role in delivering our Johnnie Walker Princes Street visitor experience in Edinburgh. Four and a half years in the making, Johnnie Walker Princes Street is the centrepiece of Diageo’s £185million pound investment in Scotch whisky tourism in Scotland and sets a new benchmark for quality visitor experiences. We could not have achieved this without the efforts of our suppliers, contractors and partners and we are grateful for the levels of commitment, energy and inspiration that your team contributed to the project. The response we have received from our visitors and stakeholders alike has been overwhelmingly positive on every aspect of the Johnnie Walker Princes Street experience and I believe everyone who played a role in delivering the project can be extremely proud of their contribution.”