Johnnie Walker submits Edinburgh visitor centre plans
Diageo has submitted plans to transform one of Edinburgh’s landmark buildings into a global visitor experience for Johnnie Walker, the world’s leading scotch whisky brand
Plans have been formally submitted to City of Edinburgh Council. Diageo says the Edinburgh attraction is intended to be the focal point of a £150m investment in scotch whisky tourism.
The planning application, jointly submitted by Diageo and the building owner Parabola, sets out proposals for a seven floor visitor experience 146 Princes Street.
The proposals would see the restoration of the building with its many heritage features preserved where possible and integrated into the new development. This will include restoring the famous clock on the corner of Princes Street and Hope Street – known locally as the Binns corner after the former department store - which was an Edinburgh institution.
The plans include:
Economic projections for the plans indicate that when fully operational it will create between 160 and 180 new full-time equivalent jobs and generate in the region of £135m in tourism spend in the wider Edinburgh economy through the visitors it attracts to the city.
The development also creates a strategic opportunity for Edinburgh city centre, establishing a major attraction in the west end, helping to balance visitor footfall across the city.
David Cutter, chairman of Diageo in Scotland, said: “The location is one of Edinburgh’s most exceptional landmark buildings and we plan to restore it to its former glory as a cornerstone of the city and a thriving part of its cultural and social life.
“We have the most passionate and skilled whisky-makers in the world here in Scotland and we want to celebrate their craft and everything that is great about Scotland and whisky.”
Diageo global scotch whisky director, Cristina Diezhandino, said: “Johnnie Walker is the leading international whisky brand, with truly global reach and we believe our plans will create a flagship attraction that will bring people to Scotland from the four corners of the world.