Johnnie Walker
Journey of Flavour
This award-winning tour of Johnnie Walker Princes Street combines live actors and 360º media experiences with interactive elements during an hour-long guided tour.
Visitor experience created, developed, and produced by BRC Imagination Arts, brcweb.com
client
BRC Imagination Arts
Location
Edinburgh, Scotland
Scope
Dialog Production
Sound Effects Design & Foley
On-Site Spatial Mix
Awards
Thea Award — Outstanding Achievement, Brand Experience
World Travel Awards — World's Leading Spirit Tourism Experience
World Travel Awards — Europe’s Leading Spirit Tourism Experience
Scottish Design Awards — Design Grand Prix
Scottish Design Awards — Experiential Design
About The Project
The journey begins with a theatrical introduction to the Johnnie Walker experience. The show features a single performer and utilizes intricate choreography against a backdrop of moving scenic elements, projected media, and a dynamic soundtrack, produced using techniques from our background in live theater.
Two immersive media rooms delve deeper into the ingredients and processes that go into creating a blended Johnnie Walker whiskey, surrounding guests with 360º media as they learn about the ingredients sourced from the "four corners" of Scotland. Ears Up created a spatial sound experience to compliment the innovative use of projected video without overshadowing or distracting from the live tour guide.
The tour presents guests with several opportunities to taste a curated collection of blends and single malts against the backdrop of scored background music. Vignettes such as a media-based trivia game and an interactive world map present the legacy and global reach of the Johnnie Walker brand,
