World Class House - Diageo

To coincide with Diageo’s Global bartender competition, World Class, the agency was asked to design and deliver a unique experience for the media, trade and consumers. The World Class House was set in a Georgian townhouse in Fitzrovia Square, London with a contemporary members club environment across its five storeys and roof terrace. We then designed, installed and managed eight bespoke brand spaces that brought to life individual brand worlds with a range of stylish bars & lounges featuring interactive experiences that brought together a world of mixology, exquisite spirits & contemporary cocktail culture. As well as a stylish bar and lounge to welcome guests, there was an underground secret bar fronting as a Latin American travel agency that could be accessed using a vintage telephone. It showcased Don Julio tequilas and offer a taste of Jalisco, the heart of Mexico’s tequila-producing region. The Tanqueray No Ten Martini Cocktail Bar, with an Art Deco-inspired design, offered 10 new Martini-style cocktails. The Johnnie Walker Blue Label Screening Room showed the brand’s new short film starring Jude Law, called The Gentleman’s Wager. The World Class House also presented the new Scotch whisky, Haig Club, made in partnership with footballer David Beckham. Visitors were able to experience soundscapes and lighting effects that brought Ketel One vodka to life in a new way through the Ketel One Sonic Tastings, created with sensory experts. For Zacapa rum, guests were guided through a “fully immersive journey” to experience the brand’s story through all five senses, followed by a tasting created by a renowned guest chef.