Johnnie Walker Houses

Campaign details

Category name: Beverages
Agency: LOVE
Advertiser: Diageo

Executive summary

With the whisky category in China in decline and Johnnie Walker seen as a mass brand, LOVE were invited to create a luxury brand experience space for Johnnie Walker in Shanghai that would be a befitting statement of intent by the world’s biggest whisky brand.

The response was the design of the Johnnie Walker House, an embassy for whisky culture and the first of its kind outside Scotland. The vision was to firmly establish Scotch whisky as part of a sophisticated and luxurious lifestyle and to start a new chapter of whisky culture in China. Aimed at an invite only, ultra-VIP audience hungry for knowledge and rich brand storytelling, the space delivers a series of layered narratives, art installations and immersive experiences designed to enthral, captivate and convert guests from being simply whisky curious to being whisky evangelists.