Creating The World’s First Premium Whisky Conversation A State of the Art Johnnie Walker House by ASYLUM and LOVEMay 31st, 2012 | By Yanda
ASYLUM and LOVE, two award-winning creative firms hailing from Singapore and Manchester, team up to work on building the world’s first Johnnie Walker House in Shanghai; an experiential, interactive space created to host the most sophisticated Whisky Conversations. While LOVE took the role of branding, ASYLUM undertook the responsibility of designing the interior, the Johnnie Walker House is conceived with the intent to engage and advocate loyalty amongst premium whisky drinkers in Shanghai, targeting influential consumers, trade media as well as financial communities.
Lift Lobby area with hanging whisky glasses as feature ceiling. Customised angled floor strips to depict JW whisky labels.
Blending Area, where the Master Blender conducts a session about whisky blends with the aid of an interactive table.
Faceted copper bar for whisky tasting and food-pairing. Pendant lamps made from vintage decanters.
Balcony area with customized multi-coloured oak tables and lampshades with old Johnnie Walker ads.
The Johnnie Walker House is housed in a 3-storey building spanning a total floor area of 517 square metres in a historical villa, Sinan Mansion, located in the French concession of Shanghai.
“…a space that doesn’t talk at our guests but talks to them, a space that has multiple layered conversations woven into its very fabric. A space that’s full of discovery that through storytelling imparts sustainable knowledge and insight. A space that creates JW whisky evangelists.” ASYLUM and LOVE came up with an original idea to create the most premium whisky conversation in the world using the introduction and education of whisky. The concept incorporates the rich history of Johnnie Walker and whisky knowledge alongside essential elements and building blocks of whisky – malt, water, wood, yeast, copper and peat – into the spatial design. The result is a four-step approach.