Collaborating with creative agency LOVE from Manchester, the task was to design the interior of the Johnnie Walker House at the 3-storey Sinan Mansion in Shanghai. The brief from the client was to create an experiential establishment that exemplifies whisky culture while encapsulating the brand essence of Johnnie Walker and embracing its legacy.
Based on the central design theme - "Whisky Conversations", the space was designed where multi-layered conversations are woven into the Johnnie Walker journey, complemented by the graphic designs from LOVE. Upon stepping into the Johnnie Walker House, raw ingredients like malt and peat line the wall of the entrance acting as an important design exemplar to represent the fundaments of whisky making. Accompanied by copper lamps modelled after whisky stills, the mood of anticipation is imminent.
At the corridor, angled wooden floor stripes that resonate with the slanted label on the brand's bottle and the magnificent constellation wall welcome visitors as they reach the first storey to appreciate the art of whisky blending. Enveloped within a circular wall lined with hundreds of blends, guests can sample various types of whisky while gathered around an interactive table that provides a multi-sensory highlight to the tour.
The brand experience builds up progressively, amplified by the magnificent whisky glass ceiling installation on the second level that serves as a grandeur finale to the tour. Leading to the contemporary faceted copper bar with hanging vintage decanters that provides an engaging setting for visitors to taste the different blends of Johnnie Walker.
Juxtaposing distinctive elements in whisky making alongside innovative fixtures, it conjures a unique expression of the brand vision. The Johnnie Walker House is not just a typical space that houses the best whiskies but is a state-of-the-art experiential centre that unveils the Johnnie Walker legacy that stood the test of time.
Design team: Chris Lee (Creative Designer), Cara Ang (Design Director), Cherin Tan (Interior Designer), Dmytri Malcew (Interior Designer)
LOVE team members:
Dave Palmer (Creative)
Chris Myers (Creative)
Kat Towers (Account Servicing)
Partner: LOVE (Creative Agency, Manchester – Graphic Designers)
Completion (date): May 2011