The plans for Johnnie Walker's flagship visitor attraction, based in one of Edinburgh’s landmark buildings, have been submitted, providing the focal point of Diageo’s £150 million investment in Scotch whisky tourism.
Both Diageo and the building owner, Parabola have submitted the application, setting out proposals for a seven-floor visitor experience at 146 Princes Street.
The proposals include a restoration project for the building, retaining its heritage features and integrating them into the new development. The plans also include a multi-sensory visitor experience across three floors, a flexible events space and rooftop bars with views of Edinburgh Castle.
David Cutter, chairman of Diageo in Scotland, said: “We are incredibly excited to be able to submit our plans for the Johnnie Walker visitor experience in Edinburgh.
“The location is one of Edinburgh’s most exceptional landmark buildings and we plan to restore it to its former glory as a cornerstone of the city and a thriving part of its cultural and social life.
“We have the most passionate and skilled whisky-makers in the world here in Scotland and we want to celebrate their craft and everything that is great about Scotland and whisky.”
Cristina Diezhandino, Diageo global Scotch whisky director, said: “Johnnie Walker is the leading international whisky brand, with truly global reach and we believe our plans will create a flagship attraction that will bring people to Scotland from the four corners of the world.
“Our ambition is to create a visitor experience that will rank not only as one of the greatest whisky attractions of the world, but one of the greatest brand attractions in any industry, putting Scotland at the forefront of the global boom in experiential travel.”
Tony Hordon, managing director of Parabola, said: “At Parabola we feel like the custodians of a beautiful piece of Edinburgh real estate and we have taken great care to consider its future. 146 Princes Street represents an opportunity to deliver our core values: place, quality and destination.
“With Diageo and their vision, we believe we have a use which will not only protect the building for many years to come, but it also celebrates the building, its history, and its heritage. We are particularly excited to be working with the Diageo team given our shared values and our sheer ambition to celebrate one of Edinburgh’s great buildings.”
Both Diageo and the building owner, Parabola have submitted the application, setting out proposals for a seven-floor visitor experience at 146 Princes Street.
The proposals include a restoration project for the building, retaining its heritage features and integrating them into the new development. The plans also include a multi-sensory visitor experience across three floors, a flexible events space and rooftop bars with views of Edinburgh Castle.
David Cutter, chairman of Diageo in Scotland, said: “We are incredibly excited to be able to submit our plans for the Johnnie Walker visitor experience in Edinburgh.
“The location is one of Edinburgh’s most exceptional landmark buildings and we plan to restore it to its former glory as a cornerstone of the city and a thriving part of its cultural and social life.
“We have the most passionate and skilled whisky-makers in the world here in Scotland and we want to celebrate their craft and everything that is great about Scotland and whisky.”
Cristina Diezhandino, Diageo global Scotch whisky director, said: “Johnnie Walker is the leading international whisky brand, with truly global reach and we believe our plans will create a flagship attraction that will bring people to Scotland from the four corners of the world.
“Our ambition is to create a visitor experience that will rank not only as one of the greatest whisky attractions of the world, but one of the greatest brand attractions in any industry, putting Scotland at the forefront of the global boom in experiential travel.”
Tony Hordon, managing director of Parabola, said: “At Parabola we feel like the custodians of a beautiful piece of Edinburgh real estate and we have taken great care to consider its future. 146 Princes Street represents an opportunity to deliver our core values: place, quality and destination.
“With Diageo and their vision, we believe we have a use which will not only protect the building for many years to come, but it also celebrates the building, its history, and its heritage. We are particularly excited to be working with the Diageo team given our shared values and our sheer ambition to celebrate one of Edinburgh’s great buildings.”
