Johnnie Walker Black Label Opens Gurgaon Experience

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.

The Gurgaon installation establishes the format for further Diageo India retail expressions planned for selected locations in India.

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