Perspective Awards 2011 - BEST OF THE BEST


Perspective Awards 2011 - BEST OF THE BEST, Johnnie Walker House, Asylum

Company Asylum
Project Johnnie Walker House
Location Sinan Mansion, Shanghai, China
Project leader Chris Lee
Project team Cara Ang, Cherin Tan, Dymitr Malcew
 
Collaborating with creative agency Love, the Johnnie Walker House is an experiential, interactive space created to host 'Whisky Conversations'. Housed in the three-storey Sinan Mansion, located in the French concession of Shanghai, the space was conceived with the intent to engage and advocate loyalty among premium whisky drinkers.

The concept incorporates the history of Johnnie Walker and whisky knowledge alongside essential elements and building blocks of whisky into the spatial design. Based on the central theme 'Whisky Conversations', the space was designed in which multiple layered conversations are woven into the Johnnie Walker journey, complemented by graphic designs from Love.

Upon stepping into the Johnnie Walker House, raw ingredients as malt and peat are lined again the wall of the entrance, which acts as an important design exemplar to represent the fundamentals of whisky making, accompanied by copper lamps modelled after whisky stills.

In the corridor, angled wooden floor strips resonate with the slanted label on the brand's bottle, along with a curved constellation wall. Then, enveloped within a circular wall lined with hundreds of blends, guest can sample various types of whisky around an interactive table which provides multi-sensory highlights.

The brand experience builds up progressively, amplified by a whisky glass ceiling installation on the second level, leading to a contemporary faceted copper bar with hanging vintage decanters. Juxtaposing distinctive elements found in whisky-making alongside innovative fixtures, the Johnnie Walker House is not a typical space, but a state-of-the-art experiential centre that unveils the legacy of the brand.