Regular readers of the blog might remember some cryptic updates we’ve been posting recently: a delivery of 960 peat bricks, mysterious Chinese construction site sign and disgusting chicken with something unidentifiable and orange in its cold, dead beak.
We are glad to say that all of these things served a purpose (well, the chicken not so much), as part of our latest project: Johnnie Walker House, which launched last month in Shanghai.
We concepted and designed Johnnie Walker House in partnership with Singapore based agency Asylum, who developed the interior fit.
The House is probably best described as a brand experience space. As an embassy for whisky, it exists to grow and nurture a whisky culture amongst the Chinese elite.
Whisky knowledge is a rare commodity in China, and is rooted more in sensory experience than in learned facts. The whisky drinker discovers complex layers and nuances over time, and so Johnnie Walker House mirrors this organic journey of discovery for its guests. Provenance, the blender’s art, and the vibrant Johnnie Walker story are woven into the very fabric of the space, creating a rich, immersive experience.
From the peat and barley walls to the precise 24° angle and colouring of the oak flooring, each detail reflects some element of the whisky story.
The experience is amplified by innovative installations, such as the the whisky constellation, which uses sculptural form to convey complex flavour information, the art of distillation model, and the interactive blending table.
Dr Jim Beveridge, Master Blender for Johnnie Walker, also created an exclusive and bespoke whisky for the House, The 1910 Edition, celebrating Johnnie Walker whisky’s epic journey from Scotland to China over a hundred years ago.
Johnnie Walker House is not a museum or exhibition, so exploration is encouraged, sparing guests the traditional tour and instead engaging them in a whisky conversation. By invitation only, the House also hosts lectures, masterclasses and dinners.
Johnnie Walker House has been a huge project for us and although we had to endure a lot of jet lag and weird dinners on the other side of the world, we couldn’t be happier with the finished product. Big shout-out to everyone involved.
There are more images to see on the work bit of our website. Enjoy.