EDINBURGH GIN
A WORLD OF WONDER
Since 2010, Edinburgh Gin has led the flavoured gin revolution. Soon becoming a much-loved brand, demand grew and grew, until they needed a new state-of-the-art distillery. Contagious was asked to bring their new brand home to life, in Edinburgh's historic old town.
Working with the core brand platform 'Filled With Wonder', we created an immersive, sensorial journey through flavour and innovation.
This is a magical place, where touches of wonder and experiences are shared, and where the spirit of Edinburgh comes alive.
We have worked with Ian MacLeod since 2009 on all of their distilleries, even picking up a DBA Gold for our work at Glengoyne.
With our HQ in Edinburgh, the city holds a special place in our hearts. And where better to create the new Edinburgh Gin experience, than in the arches of the old town, with the Castle and Calton Hill for neighbours.
Our first step was to immerse ourselves in a safari of brand homes around Europe. And somewhere along the way, these words from Robert Montgomery stuck:
"ONE OF THOSE DREAMS WHERE YOU DREAM A BUILDING AND IT'S SOMEWHERE YOU KNOW BUT ALTERED, FULL OF STRANGE NEW MAGICAL ROOMS"
That was it. We weren't just creating a brand home; we were creating magic. Turning a historical site into a sensory experience.
Nestled in the historic arches, where Edinburgh's original botanic gardens lay, the site was a forgotten treasure in the middle of the city centre - our brief was to create a space that lived up to the site's incredible history.
We needed to tell the story of the brand, its creativity, and dedication to 100% natural ingredients. An immersive, colourful journey through flavour, innovation, and an incredible production process.
MANY CHALLENGES;
NO PROBLEM
C-listed building. Part of a UNESCO World Heritage site. We knew this wouldn’t be straightforward.
Our design pushes the boundaries of experiential design and takes guests on a journey through botanicals, aromas and flavours. A flavour arch of over 40 handmade, colourful sculptures tell the story of Edinburgh Gin’s dedication to craft and creativity. And a dramatic, double-height mural brings the ingredients to life on a grand scale.
A glass-enclosed main bar sits above the still house, with production in full view behind. A rooftop bar offers panoramic views across Edinburgh, further linking the city and the spirit. The roof terrace also includes a public space, giving something incredible back to our home city.
The whole experience tells an authentic story of Edinburgh Gin. Its progressive history and modern values. Its effortless charm and innovative spirit. Its contrasts and creativity.
DESIGNING HISTORY
Even if we were allowed to, we weren't about to let go of any of the buildings heritage. The original stone arches inform the whole design. Any new architecture is simply there to enhance and compliment, while bold colours and natural sustainable materials add impact.
TRADITION MEETS INNOVATION,
MEETS 'THE SPIRIT OF EDINBURGH'.
AND A TRULY BEAUTIFUL THING IT IS TOO.
"Contagious deliver extremely well thought-out beautifully
branded spaces, which are great stages to tell great stories on.
They get what we are trying to do and are a pleasure to work with."
