Store created in partnership with Lonsdale aims to appeal to the senses
Diageo has opened a Johnnie Walker Black Label retail experience at The Liquor Fort in Gurgaon, one of India’s fastest growing districts. This marks an ambitious step towards redefining the brand’s luxury credentials in India.
Created in partnership with international branding and design agency Lonsdale, the space seeks to elevate Johnnie Walker Black Label in the minds of India’s fast-growing premium spirits shoppers, setting a new benchmark for sensorial whisky retail. The store-in-store concept will roll out in selected retail locations across India over the coming months.
Spanning 45 sqm, the retail space is designed to evoke the sensation of stepping into the world of Black Label – the whisky’s amber depth, smokiness, and layered character are echoed in the space.
The translucent, jewel-like façade, crafted from light-diffusing acrylic fins and illuminated amber tones, creates a “glowing liquid” effect that immediately captures attention. Johnnie Walker’s iconic Striding Man appears as a backlit graphic moment, guiding shoppers into the space with a striking silhouette treatment.
The experience leads shoppers towards product discovery and purchase, encouraging them to explore the Black Label range and understand its craftsmanship. The elevated, modern environment spotlights the full Johnnie Walker Labels portfolio, supported by flavour pillars that represent the key flavour note of each label, brought to life through motion graphics.
Anchal Kaushal, Vice President for Customer Marketing, Diageo India, says: “This new retail expression signals a bold transformation for Johnnie Walker Black Label in India. Consumers here are highly discerning and expect whisky retail to be modern, sensorial, and premium. Lonsdale brought this to life by translating the depth of our liquid into a space that is immersive, contemporary, and truly iconic. This store sets the foundation for how we will show up across India in the future.”
Nadia Romanis, Managing Director, Lonsdale Asia, says: “India’s younger premium-spirits consumers are looking for brands that are visually bold, tactile, and story-driven. Our design approach taps into that desire by bringing the liquid’s personality into the architecture. We are proud to partner with Diageo to redefine what modern whisky retail can look like in India.”
Source: Lonsdale
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