DETAILED design plans have been submitted for Diageo’s Johnnie Walker whisky tourism centre in the former House of Fraser building in Edinburgh.
The £185 million Scotland-wide whisky tourism investment by the drinks giant includes roof bars, live music and theatre the experiences in the Princes Street flagship.
READ MORE: Roof-top bars and theatre part of Johnnie Walker whisky ‘experience’
The move will create around 180 jobs and also see the upgrade of visitor facilities at distilleries which provide the malts for the Johnnie Walker blend.
The refurbishment will retain features such as the clock at Binn's corner, named after the original store
Diageo said it is investing in revamping its existing 12 distillery visitor attractions as well reopening the “iconic distilleries" of Port Ellen and Brora.
The design statement, which inlcudes early-stage interior impressions, says the centre offers "a journey through 200 years of Johnnie Walker and Scotland".
It includes an environmental experience that conveys how its distilleries "contribute the essence of their land and water sources" to create the flavour of Scotland.
The plan has flexible experiential spaces host different activations, including Fringe and other festival events, guest speakers and artists, and pop up installations from immersive innovators and cultural influencers.
The roof-top experience will provide visitors with views across the city.
Diageo's Learning for Life Academy space will also provide flexibility for creative exploration and community programmes.
The programme which creates training and employment opportunities in the hospitality industry for unemployed people, and works to improve hospitality standards and promotes the responsible serving and consumption of alcohol.
At street level the plans include a significant retail space, bringing a contemporary shopping experience and interior design inspired by the Johnnie Walker retail flagship store in Madrid, which opened in November.
Diageo is investing over £185m in total in Scotch whisky experiences in Scotland. As well as the £150m for Edinburgh location and the transformation of its existing 12 distillery visitor attractions, a further £35m investment will go to reopen Port Ellen and Brora distillers.
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