Building Brand Narratives: Designing Visitor Centre Environments

Research Project - which examines the emergence of the whisky distillery as a new type of interior experience.

Visitor Centres within Whisky Distilleries are unique facilities, which combine exhibition and archive, education and entertainment, retail and brand; to create an interpretive experience which serves to reinforce the marketing strategy, strengthening core values, and establish an emotional connection between customer and brand.

The emergence of this type of experiential environment, has grown alongside the increased popularity of single malt whisky, offering both consumers and trade visitors an opportunity to immerse themselves in the narrative of whisky, taking them on a journey from the origins and heritage of the site, through the production of the product, to the global reach of the brand.

Overall Project includes proposal for a publication, as well as responding to conferences and general networking in the field.