Expanding the brand community through an immersive retail experience

Héroïne Glenfiddich to launch the Perpetual collection by designing an immersive retail experience. The goal is to expand the brand’s community, attract a new generation of customers, and transform the discovery of whisky into an engaging experience. This initiative is part of a customer experience design strategy tailored to the premium spirits sector.

Date

2022

sector

Wines & Spirits

customer

Glenfiddich

rental

Multiple

Expertise

Design

Glenfiddich Perpetual Pop-Up: An Immersive Luxury Whisky Retail Experience

THE CHALLENGE

Expand the brand community without diluting the luxury positioning

In a premium whiskey market defined by strong historical traditions, Glenfiddich aims to reach a wider audience without compromising its authenticity.

The challenge is to move beyond an expert-driven and sometimes intimidating approach to offer a more accessible experience, while maintaining a high level of desirability. How can we attract new customers in the luxury spirits sector? How can we modernize the way products are discovered? How can we create a retail experience that fosters engagement and leaves a lasting impression?

OUR SOLUTION

Héroïne developed a retail customer experience strategy centered on expanding the number of entry points into the brand’s universe.

PERPETUAL MOVEMENT

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the concept

Perpetual Movement

The concept draws directly from the Solera Vat, a cornerstone of Glenfiddich’s expertise, to convey the idea of continuous movement and constant evolution.

The retail space is designed as a seamless journey, structured around different stages of discovery. Each interaction allows visitors to immerse themselves in the brand’s world at their own pace. The setup features an immersive pop-up structured around movement, sensory experiences that offer a fresh way to discover the products, educational tools that simplify access to the product range, and a gifting ritual that extends the experience beyond the visit. This concept transforms the discovery of whiskey into an immersive retail experience, capable of attracting, engaging, and building loyalty among a new community around the brand.