Diageo: Redesign of the Diageo Brand Store at 7HQ London

Agency: Sedley Place
Client: Diageo
Brand: The Diageo Brand Store at 7HQ London
Category: Interiors - Retail

Executive summary

Sedley Place's redesign of Diageo's Brand Store has been well received and has won plaudits at its launch from amongst others Andy Fennell, then Diageo's Chief Marketing Officer:

"How our brands show up in store is critical to our brand's growth and success. Our new brand store at 7HQ is a great example of this - we now have a showcase of our brands and a multi-experiential space for all of us, and our visitors, to enjoy... something we can be truly proud of."

The Brand Store, which is a complete refurbishment and refocusing of Diagco's old staff shop, is now much more than just a place for Diageo's 7HQ employees and visitors to purchase many of Diageo's 50+ brands. It's a benchmark in retail display, an informative and inspirational environment, a venue for tastings and events, and a fitting environment for Diageo's Brand Managers to launch new brands and brand extensions.