DFS Group has teamed up with Diageo Global Travel to launch the Johnnie Walker House retail showcase, located within DFS Group’s new Wines & Spirits flagship store. It is first ever Johnnie Walker House in Singapore and Southeast Asia.
Designed and built by Singapore-based design agency Asylum, the store aims to bring to life the history of Johnnie Walker. The store provides “theatrical mentoring” sessions, which are immersions in the Johnnie Walker brand and product universe, through a combination of education and entertainment, and storytelling and trial, led by brand ambassadors. There will also be privileges extended to members of the Johnnie Walker house –World of Privileges loyalty programme.
"With the strategic location of Singapore Changi Airport as a travel hub, Johnnie Walker House Singapore is set to be a game-changer for the luxury spirits segment,” Doug Bagley, managing director, Diageo Global Travel and Middle East, said.
“We combine our revolutionary hospitality concept with our successful travel retail model – providing an enticing experience to modern luxury consumers during the “the golden hour” before they board,” he added.
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Johnnie Walker House Singapore marks the seventh addition to the expanding international network of whisky embassies. According to the press release sent out by Diageo, when travellers step into Johnnie Walker House Singapore, they are transported into a retail theatre of a larger-than-life luxury steamer trunk.
“The Johnnie Walker House Singapore at DFS’s new Wines & Spirits flagship store represents these aspirations and we are delighted to unveil it today,” Brooke Supernaw, senior vice president, global merchandising – Spirits, Wine, and Tobacco, said.