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Published: 18 May 2018

Flavour Immersion: Harrods’ Wine Rooms Entice Connoisseurs

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Harrods' Wine Rooms

London's luxury department store Harrods has reopened its wine and spirit rooms as part of the store's ongoing refurbishment. Aiming to entice alcohol connoisseurs, the art deco-inspired space features immersive exploration-based installations, interconnected rooms and VIP shopping services providing in-depth product information.

Situated on the lower-ground floor, the space spreads across 8,000 sq ft and is focused on flavour exploration rather than the specific categories and brands. At so-called 'aroma tables', consumers can smell various scents found in wine, such as apricots or coffee beans. Copper trumpets deliver the smells with the squeeze of a rubber bulb – similar to old-fashioned perfume flacons.

VIP consumers are encouraged to book wine tastings in a private suite for an extra charge of between £100 to £160 ($135 to $217). These are accompanied by live streams from wineries around the world, allowing visitors to see where products come from and how they're made. See also Intimate, Democratic and Inclusive.

An Education Room offers personalised bottle engraving and bespoke cellar plan consultations for those looking to build or expand collections at home.

Designed by renowned London/NYC-based Martin Brudnizki Studio, the opulent 1920s-style interiors boast marble patterned floors and limed-oak timber wall panelling and shelving.

The global luxury wines and spirits market is expected to reach $1.1tn by 2022, growing at a CAGR of 4.8% from 2016 (Allied Market Research, 2017).

For more on premium wine shops, see Alcohol Concept Stores and Retail: Reviving Ritual & Connoisseurship. See also The Rise of the Exploratorium and Immersive Brand Spaces.

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