Diageo has opened a permanent 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, USA and Tijuana, Mexico.
The store opened earlier this month and was designed and completed by retail-focused design and production agency Bloommiami. The space features a number of Diageo’s brands including Johnnie Walker, Buchanan’s, Bailey’s and Captain Morgan, as well as the company’s luxury division, World Class.
Key design features were installed to attract customers to the Diageo store, including a ceiling treatment made from slatted hardwood and recessed LED strip lights placed in an irregular pattern.
The store’s main counter serves as a tasting bar, a multi-teared product display and a digital media learning centre where customers can review drink recipes, flavour profiles and learn about the different brands through a World Class Reserve application.
Bloommiami Partner Darin Held said: “Bloommiami created a branded retail experience that brings to life Diageo products in a high traffic location. 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.”