Johnnie Walker has revealed a first look at its new whisky visitor experience in the centre of Edinburgh, set to open later in 2021.
The hotly anticipated Johnnie Walker Princes Street experience will feature rooftop bars, private dining areas, modern sensory tasting rooms, personalised tour and tasting experiences and live performances areas.
Following an extensive refurbishment over the past 18 months, a selection of design renderings of the interior were released in late December. They include:
"As well as building a whisky visitor experience like no other, we are also creating incredible hospitality and events spaces that will become a landmark destination for people from Edinburgh, Scotland and visitors from around the world."
Designed in collaboration with production agency BRC Imagination Arts - which has numerous famous visitor attractions to its name including the NASA Kennedy Space Centre, Guinness Storehouse and Jameson Distillery Bow St. - the experience will tell the 200-year story of Johnnie Walker as well as the history of whisky and Scotland.
It is part of a £185 million investment by Diageo to tranform its Scotch whisky tourism, an initiative that has already seen the revamp of Glenkinchie Distillery and the Lowland home of Johnnie Walker, and will see further investment in its other brand homes as well as the revival of lost distilleries Port Ellen and Brora.
Barbara Smith added: "We hope people will enjoy this glimpse into Johnnie Walker Princes Street, and be excited to see the incredible interiors for themselves when we open our doors in summer 2021. In the meantime, we'll be sharing more exclusive news and updates as part of our e-newsletter, which people can sign up to on our website."
The hotly anticipated Johnnie Walker Princes Street experience will feature rooftop bars, private dining areas, modern sensory tasting rooms, personalised tour and tasting experiences and live performances areas.
Following an extensive refurbishment over the past 18 months, a selection of design renderings of the interior were released in late December. They include:
- The 1820 Bar, featuring an outdoor terrace overlooking Edinburgh, which will serve refreshments throughout the day from morning coffee to evening cocktails.
- The Explorers' Bothy, a whisky bar also at rooftop level that will stock more than 150 rare bottles and unique cask editions.
- The Johnnie Walker Label Studio, a flexible performance space that hopes to establish itself as a hub of Edinburgh's thriving cultural scene.
"As well as building a whisky visitor experience like no other, we are also creating incredible hospitality and events spaces that will become a landmark destination for people from Edinburgh, Scotland and visitors from around the world."
Designed in collaboration with production agency BRC Imagination Arts - which has numerous famous visitor attractions to its name including the NASA Kennedy Space Centre, Guinness Storehouse and Jameson Distillery Bow St. - the experience will tell the 200-year story of Johnnie Walker as well as the history of whisky and Scotland.
It is part of a £185 million investment by Diageo to tranform its Scotch whisky tourism, an initiative that has already seen the revamp of Glenkinchie Distillery and the Lowland home of Johnnie Walker, and will see further investment in its other brand homes as well as the revival of lost distilleries Port Ellen and Brora.
Barbara Smith added: "We hope people will enjoy this glimpse into Johnnie Walker Princes Street, and be excited to see the incredible interiors for themselves when we open our doors in summer 2021. In the meantime, we'll be sharing more exclusive news and updates as part of our e-newsletter, which people can sign up to on our website."
