JOHNNIE WALKER HOUSE
Using integrated marketing concepts and breakthrough creative approach filled with innovation, the corporate brand and mansion reception center join hands to build an English gentleman style but injecting the local culture and spirit of Taiwan. Based on the “Art of Whiskey Brewing” and exclusive “Johnnie Walker House” with classic local culture of Taiwan and a touch of modern exceptional pose has hit it off with the wine image.
“Johnnie Walker House” has established a sanctuary for whiskey culture outside of Scotland in Shanghai, Beijing and Seoul. The purpose is to exhibit the classic and exquisite cultural legacy of whiskey. In view of appeals for lifestyle and tastes from Taiwan’s pyramid consumer, the company commissioned Exclaim United Corp and Drawingidea Co., Ltd. to cooperate with the top mansion in northern, central and southern regions, in attempt to bring out a versatile sensory interaction and exhibit the classic craft and quality of excellence of the brand in global whiskey market.
When the World Management Summit listed Emperor as one of the top mansions in Asia in 2010, and Johnnie Walker, renowned for its leadership in global whiskey brands, have cooperated together in pursuit of excellent quality and attitude of exquisite culture. The two agree with each other and are determined to demonstrate the paradigm of nobility through the multiplied effect of brands.
Injecting with the classic noble quality from Europe and highlighting the historical culture of products, each exhibit or protagonist of brand story is collected, accumulated and yet explicitly exhibited by Exclaim United Corp in the space. Under this framework of brand concepts, spatial design is no longer a single case design but an extension complying with the core value of Johnnie Walker with discussion of the exceptional charm of space. The design restores the original and classic layout vocabulary and ambient of Johnnie Walker. Moreover the bronze sculpture interprets the distilling process of whiskey that re-defines the space through brand stories, building more talks of space.
Exclaim United Corp applies the arch line to form façade lines and outline the progressive movement and exhibition function, producing the brand stories of Johnnie Walker leading in the global whisky culture as a predecessor. A vital corridor is also constructed to contrast the frames with the extended physical wall, thereby highlighting the regional level and preserving penetration of special vision. The materials are added with light, retro characteristics through the adoption of vintage peat briquette, wood and laser sculpture to correspond with a hybrid characteristics of modernity and classics, accomplishing a visual surprise and balanced correspondence.
Meanwhile, many exclusive local culture of Taiwan is also blended, including the laser-etched Swinhoe's Pheasant on the arc pillar at the entrance, Taipei 101 and National Chiang Kai-shek Memorial Hall and even the Johnnie Walker Blue Label with glass painted by the national-treasure civil temple painter and also the preserver of color glass, Mr. Jing-Xin Feng. Johnnie Walker House exhibits the absolute local culture; it even connects the classic history of Whiskey and the local craft and mansion of Taiwan to denote a more prestigious and exceptional drinking culture.
