BRC Imagination Arts completes new Glenkinchie Distillery brand home for Diageo as part of cycle of Scottish whisky attractions

LA-based experience design studio, BRC Imagination Arts, is the creative force behind the new Glenkinchie Distillery attraction, which has opened today (29 October 2020) near Edinburgh, Scotland.

The single malt distillery is located in East Lothian, a region known for its produce and has undergone a major transformation of its visitor attraction as part of a wider £185m investment by owner, Diageo.

Glenkinchie will be known as the ‘Lowland Home of Johnnie Walker’ and is the first of four distillery attractions around Scotland to be designed by BRC, that will form a network of brand homes linked to Diageo’s brands.

Distilleries have been chosen for investment in the north, south, east and west of the country, to showcase Scotland's diverse styles of whisky-making.

At the heart of the cycle of attractions will be the global centrepiece – Johnnie Walker Princes Street – which will open in Edinburgh in summer 2021.

The Glenkinchie Distillery attraction is surrounded by landscaped gardens, curated to reflect the rural setting and offers an immersive guest experience in the distillery’s traditional Victorian red-brick warehouses.

BRC has created the Glenkinchie brand home as a full sensory experience, allowing visitors to immerse themselves in the history, craft and flavour of whisky. 

The new experience takes visitors on a journey through Glenkinchie’s rich heritage, its generations of whisky makers and its intricate flavour-creation process.

Tasting rooms allow guests to enjoy the whisky, while a bar area serves tasting platters, whisky highballs and a selection of dram flights after tours. 

The new attraction offers a range of specialist tours and events, including a Glenkinchie Flavour Journey; the Whisky in the Wild tour; Warehouse and Cask Tour; Flowers and Cocktails Class and a Behind the Scenes Tour and Tasting. 

Barbara Smith, MD of brand homes for Diageo in Scotland, opened the attraction with a ceremonial tree planting.

She said: “The opening of the visitor experience and garden is the first step in our long-term, £185million investment in whisky tourism in Scotland.

“We’re acutely aware of the difficult times many people are going through, particularly our colleagues in the tourism and hospitality sector across Scotland. We know there’s a long way to go and a lot of uncertainty ahead. Still, we believe in the resilience of our business and our communities, and we will be doing all we can through our investment to sow the seeds of recovery and future growth.”

Ramsay Borthwick, Glenkinchie Distillery manager, said: “Glenkinchie will give people a thrilling first taste of the new cycle of visitor experiences we're creating across Scotland.

“We’ll be offering people an experience like no other distillery in Scotland and that will be followed by the transformation of our distilleries at Clynelish, Cardhu and Caol Ila over the coming months, as we build towards the opening of our global Johnnie Walker Princes Street attraction in Edinburgh next summer.”

Glenkinchie was recently presented with a Gold Award by Green Tourism, the visitor attractions benchmark for environmental sustainability, while accessibility has been implemented in line with Euan’s Guide, the information source for accessibility in visitor attractions.

Watch the promotional video for the new attraction here.

Diageo  Glenkinchie  whisky tourism  BRC Imagination Arts 
Related stories
24 Apr 2018

Scotland targets alco-tourism with £150m investment into Scotch Whisky projects

FEATURE: Creating a stir – Erik Lorincz

LA-based experience design studio, BRC Imagination Arts, is the creative force behind the new Glenkinchie Distillery attraction, which has opened today (29 October 2020) near Edinburgh, Scotland. The single malt distillery is located in East Lothian, a region known for its produce and has undergone a major transformation of its visitor attraction as part of a wider £185m investment by owner, Diageo. Glenkinchie will be known as the ‘Lowland Home
CLD,VAT,HAM,DES
BRC Imagination Arts have created a seamless and immersive experience / Diageo
More news
News stories: 1 - 30 of 7558     
 
 
 
News stories: 1 - 30 of 7558     
 
 
 
company profile
Company profile: Willmott Dixon
Willmott Dixon delivers the social infrastructure that people depend on in their daily lives. We partner with our customers to focus on the services they want to provide, not just the building we construct, and we are committed to achieving a higher social purpose through our work.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
features
The architecture features clean lines and a diamond shape designed to represent the Dolomite mountains
"Wellness embraces the entire holiday experience"

The design of the newly-opened Lefay Resort and Spa Dolomitti in Italy aims to celebrate and protect its spectacular surroundings

The waste-to-energy plant has a ski slope, hiking trails, an 85m climbing wall, restaurant and apres ski bar
"It was born from the sheer anxiety of having to submit something brilliant in a very short timescale"

How a moment of desperation led to BIG’s CopenHill, the clean power plant that’s doubling as a skiing and leisure destination. Magali Robathan speaks to the architects that made it happen

NMAAHC, Washington, US
"Most clients are very focused on how buildings are used and experienced as the primary design driver"

The MD of Schmidt Hammer Lassen and the CEO of PerkinsWill tell us why their merger will help create smarter buildings driven by human behaviour

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
features
The hotel features two restaurants and two bars, including the Julep Herbal & Vermouth Bar
Olga Polizzi is director of design for Rocco Forte Hotels and also owns two of her own hotels
"On Via Sistina, everything breathes history. At the same time I wanted to reflect the modern hunger for the fantastical - Tommaso Ziffer"

Following the highly anticipated launch of Rome’s Hotel de la Ville, Rocco Forte’s director of design reflects on a fascinating project

features
"I believe gardens are where the soul rests"

With a focus on desert landscapes and collaborations with Zaha Hadid and OMA, the principal of Francis Landscapes has a deep belief in the power of nature

The transparent structure is defined by delicate columns, offering views inside and out
Alexander Schwarz
"Our aim was to create a place celebrating public space and accessibility"

The opening of the James-Simon- Galerie on Berlin’s Museum Island completes two decades of work for David Chipperfield Architects. The lead designer talks us through the building

The Standard Kings Cross is located opposite St Pancras Railway Station
"We tried to take over in a friendly way"

The Standard’s first London hotel is bold, fun and full of surprising touches

cladkit product news
Matteo Thun grows Allaperto collection with new suspended outdoor armchair
Megan Whitby
Allaperto, the lounge collection spawned by the partnership between design studios, Matteo Thun, Ethimo and Antonio Rodriguez, has been expanded ...
1885 Lounge at St Mary's Stadium celebrates Southampton FC's history
Rainbow Design worked closely with KSS Architects to ensure the furniture matched the design vision
Lauren Heath-Jones
KSS Architects has partnered with Rainbow Design, a London-based furniture supplier, to create the 1885 Lounge at St Mary's Stadium, ...
GT3 Architects: Placing people at the heart of our projects
In 2019 GT3 Architects were recognised with the ‘Best Leisure Architecture UK’ award at the International Property Awards
Tim Nash
GT3 Architects is a vibrant and creative practice that delivers projects across the UK and internationally from studios in Newcastle ...
cladkit product news
ASPA International launches handheld UV-C light disinfection lamp
The compact plug-in product can be used easily in a commercial spa or domestic setting to disinfect surfaces with UV-C light
Megan Whitby
For over 30 years, ASPA International has designed and built high-quality spas for the hotel, health and wellness sectors. During ...
Metalline transforms London hotel with bespoke aluminium fins
The aluminium fins will form the façade of the upcoming Minories Hotel in Aldgate, London
Lauren Heath-Jones
Metalline, an architectural metalwork specialist based in the UK, has created a range of bespoke 3D twisted metal fins for ...
Ritz Carlton co-founder joins Frontline Summit 2020 as keynote speaker
Hospitality veteran and Ritz Carlton co-founder, Horst Schulze, who brings more than 65 years’ experience to the table, has been announced as a keynote
Megan Whitby
Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as ...
cladkit product news
Tom Dixon collaborates with Prolicht to launch CODE lighting range
The product has three LED light sources: Dot, Dash and Grid
Megan Whitby
British designer, Tom Dixon, and Austrian architectural lighting specialists, Prolicht, have collaborated to unveil a new lighting range. Called CODE, ...
Barr + Wray to launch space saving hammam concept
Light shines through a striking central chandelier to create a feeling of movement
Katie Barnes
Smaller footprint. Maximum theatre. Those are the two main features of a new hammam concept being developed by wet spa ...
Painting with Light pushes boundaries to create unforgettable visual concepts
The team combines lighting, video, sound and special effects, with scenic and architectural elements, to create unforgettable visual experiences
Megan Whitby
Belgium-based light and video design studio, Painting with Light, will translate the story of your location into a visual experience, ...
x
Sign up with CLAD for regular news updates