Johnnie Does SoHo

Photo credit: James Beickert

Photo credit: James Beickert

Peter McCutcheon

If you found yourself in SoHo this holiday season, chances are you saw the giant Johnnie Walker Striding Man in front of 133 Greene Street. “A Johnnie Walker store? This is too good to be true!” was frequently heard on the street or seen on the scrolling Twitter feed in praise of Johnnie. But there was actually one thing that was even better — this was a store in which everything was free.

Johnnie Walker moved into one of NYC’s hottest neighborhoods for all of November and December to deliver an unforgettable series of events. If you were one of the 5,000 lucky fans to make it inside the House of Walker, you stepped inside a modern man’s paradise. The lovely Johnnie Walker ladies were on hand to greet guests with Johnnie Walker cocktails, and a rustic open kitchen churned out hearty bites. A series of shelves featured an impressive collection of books, a saber-tooth tiger skull, vintage sports memorabilia and my personal favorite, an antique diver’s helmet. Guests could watch any combination of games on any of seven flat-screen TVs (eight if you count the one in the bathroom). A man cave featured a Johnnie Walker pool table, vintage arcade games and an Xbox Kinect system, and rare bottles of Johnnie Walker (with price tags of up to $27,000) lined the walls — but you’d have to break through a glass case to sample those gems.

Most nights, Johnnie Walker’s National Brand Ambassador walked guests through a sampling of the full brand portfolio, showing people how to enjoy each of Johnnie’s blends in a unique way. The Weekend Retreat events allowed small groups to reserve their own private tables and drink Johnnie Walker cocktails as they prepared for a night on the town. We also opened our doors to a long list of partners who wanted to invite their colleagues into the world of Johnnie Walker: Delta, NFL, the New York Times, the Boomer & Carton show, Hulu and Tiffany, to name a few. Regardless of event, everyone left with a new appreciation for Johnnie Walker and the art of whisky blending.

The House of Walker finally closed its doors after an incredibly successful run of 98 events. Don’t worry, though: anyone who didn’t experience the House of Walker will get another chance when our national tour returns to New York in the spring. Cheers to that!

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Written by Peter McCutcheon
Peter McCutcheon

February 7th, 2012 at 6:00 pm

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