Following the success of the award winning Johnnie Walker Houses in Shanghai and Beijing, creative agency LOVE has designed a third House in Seoul. Just being launched, the super deluxe whisky embassy is described by LOVE in design terms as “The most ambitious Johnnie Walker House to-date”.
Like the preceding Houses, Seoul House has been inspired by the ‘whisky conversation’ theme and culturally curated at a local level; every room, display and interaction sets out to engage sophisticated Korean consumers and tell the story behind Johnnie Walker.
Unique art installations play a key role in bringing Seoul House’s immersive design to life. LOVE commissioned a number of globally renowned Korean artists and digital studios to produce imaginative pieces, as well as high definition video art for the experiential space.
A modernist re-working of the iconic striding man by leading Korean sculptor, Park Chan-Girl, has been created as an outdoor sculptural piece. Another high profile artist, Byoungho Kim, has designed a breathtaking hanging ‘whisky droplet’ sculpture representing the importance of water in the whisky making process. The audio visual copper installation descends through all six floors in the House with whisky droplets reducing in size until only one single droplet remains to reflect the purity of a Johnnie Walker blend.
LOVE Executive Creative Director, David Palmer says: “This is our third Johnnie Walker House and our most ambitious yet. Because this is South Korea our brief was to go super-contemporary with an emphasis on clean lines and inventive use of digital technology.
James Thompson, MD Global Reserve, Diageo adds: “Johnnie Walker House Seoul is our most contemporary House to date combining traditional craftsmanship with modern technology. Each House we create is an expression of luxury Scotch whisky hospitality which takes into account cultural nuances and combines working with local artists keeping the concept fresh and exciting each time.”
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.