Johnnie Walker Black Label Opens Gurgaon Experience
The new store-in-store format brings layered materials, amber lighting and motion graphics to The Liquor Fort, as Diageo prepares to roll the concept out across selected Indian retail locations.
Diageo has opened a Johnnie Walker Black Label retail experience at The Liquor Fort in Gurgaon, one of India’s fastest growing districts, marking a further step in the whisky brand’s luxury positioning in India.
Created with Lonsdale, the 45 sqm store-in-store has been developed to elevate Johnnie Walker Black Label for India’s growing premium spirits shopper base. The concept is expected to roll out in selected retail locations across India over the coming months.
At The Liquor Fort, the space is designed to evoke elements of the Black Label liquid, with references to its amber depth, smokiness and layered character. A translucent, jewel-like façade made from light-diffusing acrylic fins uses amber illumination to create a glowing liquid effect at the entrance.
Johnnie Walker’s Striding Man appears as a backlit graphic element, leading shoppers into the space with a silhouette treatment. Inside, the experience guides customers towards product discovery and purchase, encouraging exploration of the Black Label range and its craftsmanship.
The retail environment also presents the wider Johnnie Walker Labels portfolio. Flavour pillars representing the key flavour note of each label are supported by motion graphics within the space.
“This new retail expression signals a bold transformation for Johnnie Walker Black Label in India. Consumers here are highly discerning and expect whisky retail to be modern, sensorial, and premium. Lonsdale brought this to life by translating the depth of our liquid into a space that is immersive, contemporary, and truly iconic. This store sets the foundation for how we will show up across India in the future.”
Anchal Kaushal, Vice President for Customer Marketing, Diageo India
“India’s younger premium-spirits consumers are looking for brands that are visually bold, tactile, and story-driven. Our design approach taps into that desire by bringing the liquid’s personality into the architecture. We are proud to partner with Diageo to redefine what modern whisky retail can look like in India.”
Nadia Romanis, Managing Director, Lonsdale Asia
The Gurgaon installation establishes the format for further Diageo India retail expressions planned for selected locations in India.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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