Johnnie Walker

Helping Johnnie Walker celebrate the opening of their Princess Street venue.

3bn

Global visibility

173%

Increase over predicted attendance

Regional sessions across EMEA, Americas, APAC

Interactive digital rooms

The challenge

Johnnie Walker needed to celebrate the opening of their much-awaited Princes Street venue in Edinburgh with an immersive digital experience that could reach a global audience, creating genuine excitement that would drive physical visits to the new brand home.

Approach

We developed a 3D digital environment featuring four interactive rooms that reflected Johnnie Walker’s historic story. Rather than passive viewing, visitors could freely navigate digital spaces containing exclusive elements – including a flavour wheel room and interactive music game – ensuring online guests experienced the same value as in-person attendees. To create authentic connection, we sent drink-making packs to digital visitors and employed ‘bar sustainability pioneers’ to guide remote tasting experiences. The bar area featured full-screen video of the real venue filled with fans, plus views of Edinburgh Castle, fostering genuine togetherness across continents.

“By working with the Identity team, we were able to pivot without complaint and adjust to changing requirements, delving into different creative routes and concepts we had never considered before.”

Johnnie Walker