THE STORY
In 2017, Harrod’s of London and Suntory Whisky collaborated on an opportunity to display Suntory’s premium whiskies in a sizable retail space within the luxury spirits room floor. After some negotiation, the area to be designed would be a “walk-in vault” to showcase the flagship portfolio.
THE OBJECTIVE
Create and design a premium branded space called “House of Suntory” where consumers can experience the harmony of Japanese nature and craftsmanship that goes into every bottle of whisky. Provide education on the premium portfolio in an interesting and interactive way, and blend in seamlessly with Harrod’s highest standards of luxury within the spirits room floor.
THE RESULT
Completed in early 2018, the “House of Suntory” is an immersive space built of floating oak panels, acrylic glass, and modern digital technology in minimalist form. Limited edition bottles hover on invisible shelving throughout, highlighted by dramatic under-lighting that accentuates the Japanese quality craftsmanship. The focus of the room is the five flagship variants sitting at the base of a 70” 4k monitor with Perch interactive touchscreen technology. Visitors are prompted to “pick up” a bottle of choice and the experience begins based on the variant. In its static state, the screen displays beautiful seasonal imagery from the distillery grounds, creating a welcoming serene environment. Currently, the House of Suntory is enjoying a major uptick in sales and combined premium brand sales are up 12.8%. Harrods plans to keep the installation up through 2019.
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