Advisory | Planning


Edinburgh, UK

The Johnnie Walker Experience

Scheduled to open in late 2020, the Johnnie Walker Experience will feature a guided tour that will take visitors on a multi-sensory, immersive experience across three floors. In addition to the tour, guests will have several other activity options, such as mixology classes, dram tastings from premium whisky blends, a live show, and rooftop bars. Located in the center of Edinburgh, the experience will feature a large retail store like the current Johnnie Walker retail establishment in Madrid, Spain.

ProFun has directly aided the design team through developing sizing and capacity recommendations for the facility, staffing projections, on-boarding schedules, initial operations budgets, tour timing, and flow studies.

The Johnnie Walker Experience is on-track for its opening date thanks in part to ProFun’s efforts to ensure it is developed in a way that meets the anticipated attendance demand. As the experience is using an existing building, it is crucial to take every opportunity to maximize visitor capacity while also keeping operating and staffing costs to the minimum.