Located opposite The Ritz, the new store is the 21st store of the whisky-only specialist in the UK. The design of the store was aimed at educating and informing the consumer, and conveying a sense of the skill and craftsmanship involved in the creation of the product. The store also aims to be accessible.
All the rooms of the new store are made with timber, copper and glass to ensure a contemporary style along with a traditional look. Latest technology is also showcased, which is well featured in the store, with tablets to inform and educate customers about their choices.
Few rooms will showcase the statement of “show me,” exhibiting whisky houses, distillers and product brands. gpstudio worked closely with the groups for the design plans, including the houses and distillers Pernod Ricard and Whyte & MacKay, as well as product brands such as Chivas Brothers, Royal Salute, The Glenlivet and The Dalmore.
Next is the “tell me” room, which focuses on the educational aspect of the consumer experience. This room will feature the process of making whisky, details like how the flavours are created, the importance of the ageing process, and how this impacts on the sensory experiences of taste and smell. It will provide information on the common myths about whisky.
The third room is a library of whisky, where one gets the chance to choose from a variety of selection of the most prestigious whiskies in the world.
The Whisky Shop, which is the largest whisky specialist in the country, owns 20 shops nationwide. The new store opens on 22 November 2012.
