An amber-lit façade designed to glow like whisky marks the entrance to a new Johnnie Walker Black Label retail experience at The Liquor Fort in Gurgaon, one of India’s fastest growing districts.
Diageo created the 45 sqm store-in-store with Lonsdale for India’s growing premium spirits shopper base, as a further step in the whisky’s luxury positioning in the country. The concept is expected to roll out to selected retail locations across India over the coming months.
Inspired by the liquid
The space draws on the character of Black Label itself, referencing its amber depth, smokiness and layered character. The translucent, jewel-like façade is made from light-diffusing acrylic fins with amber illumination to create a glowing liquid effect, and Johnnie Walker’s Striding Man appears as a backlit silhouette leading shoppers inside.
Inside, the layout guides customers towards discovering and buying the Black Label range and exploring its craftsmanship. The wider Johnnie Walker Labels portfolio is also on show, with flavour pillars representing the key flavour note of each label, supported by motion graphics.
“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 sets the format for further Diageo India retail expressions planned for selected locations in the country.
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