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Insignia loves: The Whisky Shop, London
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The Whisky Shop

The Whisky Shop’s flagship Piccadilly store, which opened at the end of 2012, recently picked up the 2013 National Association of Shopfitters (NAS) Design Partnership Award for Retail, seeing off strong competition from the likes of Burberry’s flagship store among others.

The award is testament not only to the innovative design, but in a broader sense to the growth and strength of whisky within the retail industry. We popped along to see what makes the store so special, and just why it should be on the to-do list of every discerning whisky drinker out there.

The Whisky Shop

Located opposite The Ritz, The Whisky Shop – the UK’s largest whisky retail specialist – is ideally positioned to attract regulars as well as passing tourists, the curious and collectors. With the demand for whisky rapidly expanding in the emerging markets of China, Russia and the Middle East, not to mention the homegrown loyalists who take great pride in purchasing their favourite vintages, there’s never been a more lucrative or exciting time to be involved in the whisky industry. It’s only natural therefore, that The Whisky Shop should add to its portfolio of 20 outlets with such a dynamic and engaging store in the heart of central London.

The Whisky Shop

The perfectly appointed store is home to a wealth of flavours, brands and, to put it bluntly, prices. Gaze at the £158,000 Dalmore Constellation Collection before purchasing your 12 year old Chivas Regal without fear of pretension, as The Whisky Shop caters to all tastes and budgets. Whether you’re looking for something in particular, fancy a leisurely browse or need some expert advice on where to start, you’ll find it here.

The Whisky Shop

Aesthetically, what makes the store so very appealing is its stylish simplicity: you’re greeted by warm tones and soft lighting that meet with clean lines and smart wooden display units. Towards the rear sits the darkened library area, where 400 single malts are watched over by the neon wings of ‘the angels’ share’.

The store is also fully interactive with iPads dotted around central displays sharing information on certain brands, while the tasting area has been specifically designed as a social spot for you to enjoy a wee dram at the store’s various events. It has a comfortable, welcoming atmosphere making it a very pleasant place to be, and one that’s even harder to leave – especially if you’re treated to a snifter.

The Whisky Shop

Ultimately, it’s a contemporary showcase of the finest whiskies in the market today. Whether you know your Bunnahabhain from your Cragganmore, your Glenfiddich from your Laphroaig, The Whisky Shop is a mecca for all.

You can visit The Whisky Shop at 70 Piccadilly, London, W1J 8HP. For more information call +44 20 7499 6649 or visit The Whisky Shop online.

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