Johnnie Walker Princes Street is a flagship whisky visitor experience in Edinburgh, Scotland, which opened to the public in 2021 after parent company Diageo marked Johnnie Walker’s 200th anniversary (2020) with its extraordinary commitment to boosting whisky tourism across Scotland. The attraction is located in a 71,500 square foot building on Princes Street, one of Edinburgh’s most famous shopping destinations.
Inside, guests can explore different themed rooms and live immersive, transformative experiences rich in storytelling and multi-sensorial stimulations, including a rare and exquisite tasting journey and a blending room where visitors can create their own tailored whisky blend. A rooftop bar offers views of the Edinburgh skyline.
Through a continuous collaboration with the experiential design team BRC Imagination Arts and lighting designers NYX, we have identified a range of solutions that could best fit the diverse purposes of the experiential areas, whether functional, theatrical or decorative. Amongst the lighting solutions selected are Flos’ functional and efficient The Tracking Magnet, UT Spot, Zero Track with a special version of the Atom spot, adapted to the needs of the project. Also, as decorative elements, Captain Flint and IC Lights from Flos, and Doppio and Palito from Sattler Lighting.
Visitor experience created, developed and produced by BRC Imagination Arts, brcweb.com
