Johnnie Walker moved into one of NYC’s hottest neighborhoods for all of November and December to deliver an unforgettable series of events. If you were one of the 5,000 lucky fans to make it inside the House of Walker, you stepped inside a modern man’s paradise. The lovely Johnnie Walker ladies were on hand to greet guests with Johnnie Walker cocktails, and a rustic open kitchen churned out hearty bites. A series of shelves featured an impressive collection of books, a saber-tooth tiger skull, vintage sports memorabilia and my personal favorite, an antique diver’s helmet. Guests could watch any combination of games on any of seven flat-screen TVs (eight if you count the one in the bathroom). A man cave featured a Johnnie Walker pool table, vintage arcade games and an Xbox Kinect system, and rare bottles of Johnnie Walker (with price tags of up to $27,000) lined the walls — but you’d have to break through a glass case to sample those gems.
The experience was bookended by a Blue Label engraving booth in Grand Central terminal - the perfect stomping grounds for families looking for the perfect gift... for the guy who has everything.
The experience was an extension of the ongoing nation-wide House of Walker experiences we built for Diageo over a period of 3 years. Widely regarded as one of the most successful sampling events in the industry.