Diageo GT unveils permanent Johnnie Walker shop-in-shop at Heathrow T2

By Kristiane Sherry |

Diageo GT has unveiled its new Johnnie Walker shop-in-shop concept, set to be rolled out to multiple locations.

Diageo Global Travel has officially opened a new permanent shop-in-shop at Heathrow Terminal 2, a space that heroes Johnnie Walker Blue Label while celebrating the full brand range.

The “immersive” corner area is set within Dufry’s World Duty Free store in the terminal, and was showcased to the press today with TRBusiness in attendance. 

Gifting, tasting and education are all central themes, with the shop-in-shop the first of many to be rolled out around the world.

Digital and physical experiences

An enormous interactive LED display draws travellers into the space, encouraging them to discover the distilleries within the Johnnie Walker blend through a touch screen journey. 

The content has been designed for shoppers to explore with or without a dedicated brand ambassador. 

The digital merges into the physical with the surrounding wall acting as a merchandising unit for the Johnnie Walker range, from Red and Black label up to the travel retail exclusive Island Green bottling.

A luxury wall bay, adjacent to the ‘Whisky Explorer’ screen, features an installation-like display of monogrammed luggage tags, instantly pointing to the personalised gifting options.

A versatile tasting and gift-wrapping counter sits in the centre, designed to provide brand ambassadors with an adaptable space from which to best meet shoppers’ needs.

A hybrid gift wrapping-tasting counter will cater to the varying needs of passengers.

The whole space has been designed to be as flexible as possible, from both a product showcase and language perspective, giving the permanent space the ability to stay relevant as passenger trends evolve. 

‘Immersive’, ‘luxurious’, ‘engaging’

“We are looking forward to rolling out the new Johnnie Walker brand world across travel retail,” said Andrew Cowan, Managing Director, Diageo Global Travel. 

“It is really exciting to open our first shop-in-shop in this new, more dynamic and immersive format. Alongside our partners at Heathrow and World Duty Free, we are working to offer our shoppers something unique, more luxurious, more engaging and more visual. 

“The new shop-in-shops will bring to life the craft and versatility of our Scotch, providing passengers something personal for themselves or for loved ones to enjoy.”

Monogrammed luggage tags form an installation signposting to gifting options.

Julie Bramham, Global Brand Director of Johnnie Walker, added: “This new concept shop-in-shop is designed with the shopper at the centre of everything, in order to facilitate exploration of the full Johnnie Walker range. 

“With this new retail space, we are delivering an amazing brand experience with different ways to interact with Johnnie Walker; from unassisted exploration via interactive content to high-end service from our brand ambassadors, as well as bespoke personalisation and gifting options.”

Eve Fifer, Commercial Director for the UK at World Duty Free, commented: “A consistent focus for our business is to deliver engaging and unique experiences in our stores for our customers, and this exciting new ‘shop-in-shop’ concept for a truly iconic brand does just that. 

“We are proud to have been able to work closely with our partners at Diageo Global Travel once again, to deliver this striking and interactive retail space which really brings the brand to life.”

The shop-in-shop showcases the full Johnnie Walker range

Fraser Brown, Retail & Property Director at Heathrow Airport, said: “I am thrilled that we are launching a new, dedicated Scotch experience, so our shoppers can explore the luxury world of an iconic brand such as Johnnie Walker, particularly ahead of their summer getaways. 

“We are committed to offering our shoppers these unique experiences whilst also educating them on responsible drinking, to ensure everyone has a great journey through Heathrow.”

More to follow…

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