August 29 2017  |  Spirits & Tobacco

Diageo’s Baja Duty Free permanent shop-in-shop opens, with strategic design by Bloommiami

By Wendy Morley

 

Design features draw consumers into Diageo's permanent shop-in-shop, and lead them to the World Class selectionGlobal spirits leader Diageo recently opened its new shop-in-shop inside the Baja Duty Free Store at the San Ysidro Land Port of Entry, the busiest land border crossing in the world, located between San Diego and Tijuana.

The permanent store features Diageo’s popular brands including Johnnie Walker, Buchanan’s, Bailey’s and Captain Morgan, as well as the brand’s luxury division, World Class. The store features design elements that guide the consumer towards Diageo’s World Class division, which includes Ciroc, Ketel One, Don Julio and Ron Zacapa.

Retail-focused design and production agency Bloommiami designed the space and executed production. Key design features include a ceiling treatment made from slatted hardwood that was intentionally installed to attract consumers to the Diageo store and set it apart. In another effort to attract consumers into the design-forward section, several recessed LED strip lights were installed in an irregular pattern to disrupt the adjacent store lighting and create interference.

The store’s main counter serves multiple purposes, operating as a tasting bar, a multi-tiered product display, and a digital media learning center, where customers can use interactive iPads to peruse drink recipes, learn flavor profiles and review the different brands through its World Class Reserve application.

“Bloommiami created a branded retail experience that brings to life marquis Diageo products in a high traffic location,” said Darin Held, partner at Bloommiami. “The store-within-a-store concept has become very popular in the retail industry because brands can control the environment and incorporate specific brand touch points  without incurring the expense of a stand-alone store.”

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