Set up in partnership with William Grant & Sons, the Sheridan & Co designed store mixes the modern and traditional, juxtaposing a sleek, contemporary interior with a palette of seasoned materials associated with the whisky industry, such as oak and brass.
The chosen theme, ‘discovering whisky’, is applied to the many facets of whiskey, from its history and production, to choosing the right whiskies for specific occasions. The new store features a number of zones like ‘rare and vintage’ corner, which offer different levels of customer experience. The store has also changed the traditional product segmentation to reflect lifestyle aspects as well as origin of each whisky.
The arched ceiling clad with oak reflects the inside of a whisky barrel. The customers will be greeted by the ‘Discover Your Taste’ tasting bar where they can sit and sample a variety of whiskies – assisted by the World of Whiskies expert staff. The process is given a hi-tech touch by RFID technology that displays information on LCD screens about the whiskies chosen by the customer.
