03/27/2013

Whiskey Conversations

Whiskey afficionados have a new place to call home in the recently opened Johnnie Walker House in Beijing, designed by Asylum and LOVE to immerse consumers in an interactive journey into the iconic brand's history and future.

By Robert Nieminen | Photography courtesy of Diageo

 
  • /Portals/3/images/magazine/2013/0413/I_0413_Web_PE_Wlkr_1.jpg

    The 1910 (shown) and Churchill Rooms in the Johnnie Walker House are filled with historic artifacts and dated pictures of old Beijing. View larger

  • /Portals/3/images/magazine/2013/0413/I_0413_Web_PE_Wlkr_2.jpg

    The iconic Striding Man welcomes visitors to the Johnnie Walker House in Beijing and stands next to six copper-clad structures inscribed with details of its master blenders. View larger

  • /Portals/3/images/magazine/2013/0413/I_0413_Web_PE_Wlkr_3.jpg

    A copper distillery model sits atop a massive structure showcasing tiers of premium whisky bottles. View larger

  • /Portals/3/images/magazine/2013/0413/I_0413_Web_PE_Wlkr_4.jpg

    A sliding brass door stamped with Alexander Walker’s quality statement opens to a blending room floor to immerse guests in whisky education. View larger

  • /Portals/3/images/magazine/2013/0413/I_0413_Web_PE_Wlkr_5.jpg

    A globe ceiling feature hangs overhead in the Odyssey Lounge, while a marble and copper compass on the floor points the way from Cardhu, Scotland to Beijing. View larger

  • /Portals/3/images/magazine/2013/0413/I_0413_Web_PE_Wlkr_6.jpg

    The stairway leading to the Odyssey Lounge features a copper wall etched with an illustration by a local Chinese artist depicting the journey of Johnnie Walker from Scotland to China. View larger

  • /Portals/3/images/magazine/2013/0413/I_0413_Web_PE_Wlkr_7.jpg

    The design team built a massive oak house-within-a-house that encases a three-story display case of Johnnie Walker bottles. View larger

Keep Walking” is the familiar motto of global whisky brand Johnnie Walker, and it neatly encapsulates the story of how this fabled export has steadily made its journey around the globe, from its humble beginnings in Kilmarnock, Scotland to being the most widely distributed brand of blended Scotch whisky in the world. (There is a delightful YouTube video retelling the tale, titled, “The Man Who Walked Around the World.”)

To commemorate Mr. Walker’s epic voyage to China, the company in 2011 simultaneously launched the first Johnnie Walker House in Shanghai, along with an exclusive and beautifully-designed 1910 Commemorative Edition bottle to celebrate the year Walker was first enjoyed in the PRC.

Following the success of the award-winning Shanghai House, cross-disciplinary firm Asylum and branding firm LOVE once again teamed up to design the world’s largest ultra-premium “whisky embassy” in Beijing, imbued with historical elements throughout the sophisticated spatial design.

Conceived to immerse consumers in the world of Johnnie Walker whisky through bespoke experiences, the latest space provides an experiential and interactive journey for consumers in the world’s most powerful market for luxury goods. The 16,000-square-foot House is a blend itself, serving as a bar, museum, retail outlet and exclusive members club all at once.

“As we had already worked on the Shanghai House, it was a matter of translating our learnings from Shanghai and making it bigger and better in Beijing,” says Chris Lee, creative director for Asylum. “We already had the research of the brand’s presence in China and used that as a basis to craft the consumer journey that is unique to Johnnie Walker.”

The project’s location at Ch’ien Men 23 lends a rich, historic narrative, and is a fitting backdrop to this Western brand’s presence in China. “Ch’ien Men 23 used to be the American Legion Compound and is a short walk away from Tiananmen Square, which makes the location a very unique and iconic one,” notes Lee. Serving as a sort of historical meeting point of East and West, the building provided the perfect industrial platform to bring to life the beauty of the architectural vision—the Whisky Distillery.

“There are several key stories we wanted to tell within the space,” explains Lee. “Firstly, we wanted to introduce the raw ingredients of whisky-making to the distillation process of whisky. Secondly, we wanted to pay tribute to the people behind the blends, the six master blenders of Johnnie Walker. Thirdly, we also wanted to tell the travel story of John Walker and how the brand had a presence in China from as early as 1910.”

With the distillery being at the heart of the whisky-making process, the Distillery Bar contains a beautiful ceiling feature of 10,000 vertically hanging copper pipes. Cut to varying heights, the copper pipes form a wave-like sculpture, leading guests to the bar. From the void space of the bar, a magnificent overhead view of a feature structure spanning across three floors is filled with tiers of premium whisky bottles, all beautifully lit. Atop the impressive void sits a distillery model that peeks into the Blending Floor on Level 1. 

Beyond the distillery-inspired sliding brass door stamped with Alexander Walker’s quality statement is the blending floor, for immersive whisky education. Upon entering, barley encased in resin forms the floor surface—similar to barley laid out to dry in distilleries. The distillery model from the void structure is the dominant feature of the room, while the constellation wall, indicating the different distilleries of Scotland, surrounds the blending table to assist with the visitor’s illuminating journey through the many flavors of blended whisky.


Pages: 1  2  View All  
 

 
Noteworthy Design News
10/20/2014
10/20/2014
10/20/2014
10/20/2014
10/15/2014
comments powered by Disqus
©Copyright 2014 Stamats Communications, Inc. All rights reserved. / Interiors & Sources