MUSE Gold

2021

Clynelish, The Highland Home of Johnnie Walker

Entrant Company

BRC Imagination Arts

Category

Experiential & Immersive - Experiential & Immersive / Other___

Client's Name

Diageo

Country / Region

United States

Immersed in storytelling and brought to life with a touch of magic, the reimagined Clynelish offers a visitor experience like no other. The redevelopment not only tells the story of this distillery whose smooth, waxy malt is something of a cult whisky to those “in the know,”
it also shows the deep connection to the steadfast people and breathtaking natural wonders of coastal Sutherland.



Visitors still savor the whisky and see exactly how it is made; however, they are now immersed in a full-sensory interactive flavor journey that puts them at the heart of the story. They explore the mystery of Clynelish, which is perhaps best captured in a hidden room which visitors ‘discover’ on their whisky journey. Inside is a unique feature, a custom-built table with secret compartments unlocked by a series of hidden drawers and concealed mechanisms. Guests must work together to unlock various elements of the story of this distinct and unforgettable single malt whisky.



The bar area at Clynelish features a new large multi-story window, which captures the beauty of the surrounding area and a definite connection with Brora’s nature and maritime history. Clynelish is a celebration of nature and the land, two themes the design team incorporated into the brand home through natural elements and landscaping.



Sustainability has been at the core of the redevelopment and this has been recognised with a gold standard award by Green Tourism, the UK’s eco-tourism body.



BRC has worked as Lead Agency across Diageo’s £185million investment to transform Scotland’s whisky tourism industry, with Clynelish the second of 12 Diageo distilleries – after sister distillery Glenkinchie – to reopen as a part of that journey.

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