Luxury London department store Harrods opened its new 1920s-inspired Fine Wines and Spirits Rooms to challenge consumer perceptions by putting the primary focus on flavor before brand labels. Rather than categorizing different kinds of alcohol by brand, the spaces are organized to help consumers make discoveries based upon flavors and aromas.
While the Fine Wines Room boasts products that are organized by terroir, as well as an aroma table to help consumers discover the unique flavors of grapes, the Fine Spirits Room and Champagne Room also show off flavor-first categories.
The newly opened space also gives consumers a peek into vineyards through livestreams in the Education Room, with other areas dedicated to personalization through services that provide consultations, bespoke cellar plans and custom in-house bottle engraving.
Flavor-Focused Alcohol Shops
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