Johnnie Walker is igniting the whisky culture in South Korea through a “house” in Seoul.

The whisky brand has collaborated with creative agency Love to open a “House for Diageo” in Seoul.

The deluxe whisky ’embassy’ is described by Love in design terms as “the most ambitious Johnnie Walker House to-date”.

Like preceding Houses in Shanghai and Beijing, Seoul House has been inspired by the “whisky conversation” theme and culturally curated at a local level; every room, display and interaction sets out to engage sophisticated Korean consumers and tell the story behind Johnnie Walker.

Unique art installations play a key role in bringing Seoul House’s immersive design to life. Love commissioned a number of globally renowned Korean artists and digital studios to produce imaginative pieces, as well as high definition video art for the experiential space.

A modernist re-working of the striding man by leading Korean sculptor, Park Chan-Girl, has been created as an outdoor sculptural piece.

Another high profile artist, Byoungho Kim, has designed a hanging “whisky droplet” sculpture representing the importance of water in the whisky making process. The audio visual copper installation descends through all six floors in the House with whisky droplets reducing in size until only one single droplet remains to reflect the purity of a Johnnie Walker blend.

“Johnnie Walker House Seoul is our most contemporary House to date combining traditional craftsmanship with modern technology. Each House we create is an expression of luxury Scotch whisky hospitality which takes into account cultural nuances and combines working with local artists keeping the concept fresh and exciting each time,” said James Thompson, MD Global Reserve, Diageo.

Commercially the Johnnie Walker House concept has become very successful for Diageo. Since the Shanghai House opened in 2011, sales of super-deluxe Johnnie Walker whisky in China increased by 64 per cent year-on-year.

Diageo now plans to roll out the business model beyond Asia.