Whisky connoisseurs and drinkers walking down the revamped Terminal 4 of London’s Heathrow Airport are in for a treat as WDF has opened a new World of Whiskies store. The store was commissioned by WDF in partnership with William Grant & Sons while Sheridan & Co developed the new concept of the store. Sheridan’s new design concept for the store mixes the modern and traditional, juxtaposing a sleek, contemporary interior with a palette of seasoned materials associated with the whisky industry, such as oak and brass. The arched ceiling clad with oak reflects the inside of a whisky barrel. The high-tech store offers many rare, exclusive and limited edition whiskies. Some of the rare whiskies on display and for sale include The Bowmore 1965 retailing at £6,000 ($10,100); The Dalmore 40yo at £1,000 ($1,700) and one bottle of Glenfiddich 50 Year Old at £10,000 ($16,800).
A haven for whisky drinkers, on entering the store, the customers will be greeted by the ‘Discover Your Taste’ tasting bar where they can sit in comfort and sample a variety of whiskies – assisted by the World of Whiskies expert staff. The process is given a hi-tech touch by RFID technology that displays information on LCD screens about the whiskies chosen by the customer. The new store features a number of ‘zones’ like “rare and vintage” corner, which offer different levels of customer experience depending on the time they have available. The traditional product segmentation has also been changed to reflect lifestyle aspects as well as origin of each whisky.
The theme chosen for this store ‘discovering whisky’ which was then applied to the many facets of whiskey, from its history and production, to choosing the right whiskies for specific occasions.
The beautifully designed store has something for everyone and is nothing short of a heaven for the whisky novice.