Specialist retailer, The Whisky Shop, opens flagship store in Piccadilly

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New contemporary whisky store

New contemporary whisky store

Whisky specialist retailer, The Whisky Shop, has opened a flagship store in the heart of London’s Piccadilly. 

It is the retailer’s 21st branch and its second store in London.

The 100sq m store stocks key whisky houses, distillers and brands from around the world. It also has some of the most prestigious rarer whiskies.

The store has a contemporary style featuring timber, copper and glass. It features the latest display technology where customers can use tablets to browse the selection of whiskies available. In addition, a range of bespoke display units have been fitted to house some of the world’s most prestigious whiskies in the right conditions.

The design was created by gpstudio and based on a new concept that aims to educate and inform the consumer of the skill and craftsmanship involved in creating whisky. The project was managed by Leckenby Associates and the store was fitted out by Portview, following a competitive tender.

The project was delivered in two phases.

The first phase included stripping out the existing store including floors, walls, back of house areas, electrics and hvac, which took one week. Following a break of three weeks to finalise design, the Portview team returned to site and carried out the fit-out in six weeks.

Andrew Torrance, managing director of The Whisky Shop, said: “We wanted to offer something completely new to customers with our new flagship store. Working with the team of professionals we have truly delivered this and created a unique whisky retail experience.”

Simon Campbell, managing director of Portview, said: “This project was an amazing opportunity to work alongside Leckenby Associates and gpstudio to create a highly bespoke environment for a niche product. With such a prestigious location in the heart of one of the busiest areas of London, there were challenges in terms of managing deliveries and keeping noise and disruption to a minimum.

“The design brief from gpstudio was ambitious and the result is a truly different shopping experience, for both the connoisseur and novice whisky buyer.”