Johnnie Walker Princes Street
STRATEGY, CONCEPT & EXPERIENCE DESIGN: Experience Designers
BRC Imagination Arts
Company Address: Commercial Quay, 96:1-08 Commercial St, Leith, EH6 6LX
Primary Contact Name: Donna Davidson
Job Title: Executive Development Director
Contact Details:
+ 44( 787) 965 5950 ddavidson @ brcweb. com www. brcweb. com
Key Services / Specialism
• Story-Driven Experience Design
• Master Planning & Concept Development
• Immersive Media & Show Production
• Attraction & Ride Integration
• Brand & IP Adaptation
• Guest Flow & Experience Strategy
• Turnkey Production Management
• Award-Winning Destination Projects
Sectors served:
• Immersive Experiences
• Exhibit Experiences
• Live Experiences
• Museums
• Brand Experiences & Destinations
• Theme Parks
BRC Imagination Arts is a full-service strategy, design, and production company that translates stories into transformative experiences for brand destinations, attractions, theme parks, and resorts. For nearly 45 years, we’ ve helped clients build meaningful, enduring relationships with audiences worldwide. Our work has earned over 500 awards for acclaimed brand, cultural, and entertainment destinations, including Johnnie Walker Princes Street, Universal Studios, Warner Bros., Disney Parks & Resorts, Sony Development, DreamWorks, SeaWorld Parks &
Resorts, Great Wolf Lodges, the Rock and Roll Hall of Fame, Jameson Distillery Bow St., Guinness Storehouse, and numerous World Expos— most recently Osaka Expo 2025. Founded by Bob Rogers, BRC has always been a group of creative entrepreneurs and narrative designers, rooted in Hollywood, theatre, magic, design, innovation, and global attractions. Today, we combine Deep Story™ with business intelligence to create transformative emotional journeys for millions of guests.
Johnnie Walker Princes Street
BRC Imagination Arts has worked as the Lead Agency across Diageo’ s investment to transform Scotland’ s whisky tourism industry, with Glenkinchie, Clynelish and Cardhu the first of 12 Diageo distilleries that have reopened as a part of that journey.
Diageo’ s unprecedented £ 185million investment across Scotland coincides with the 200th anniversary of Johnnie Walker. Diageo’ s goal is to transform their existing Distillery Visitor Centres from production tours into Brand Homes that offer a sense of welcome, hospitality, joy and connection for a new generation of whisky drinkers.
This summer the flagship Johnnie Walker Princes Street invited consumers to come walk with it in the heart of the country’ s capital when it opened the doors of its long-awaited visitor’ s center brand experience.“ We’ re looking at the next 200 years and how you can experience the brand in new ways,” said Alan McGarrie, brand home and retail marketing manager for Johnnie Walker.
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