Hackstons, cask whisky ownership specialists, diversifies its services by opening the doors to its first retail experience on William Street, London, designed by brand and retail design firm I-AM.

It’s not only a space where London’s most discerning drinks enthusiasts can purchase and invest in high-end, rare whisky, fine wine and spirits; it’s also a striking example of how a company can successfully move from the digital to the physical,and offer clients a taste of excellence with every purchase.

Strengthening client relationships

“The relationships with our clients have always been the cornerstone of our business,” says
Alphie Valentine, Co-Founder & Director of Sales at Hackstons. “We wanted a retail space that would strengthen them even further, allowing them to meet our team in person, see the products they’re purchasing and investing in, and have a great time doing it.”

He adds: “First and foremost we needed an agency partner that understands how to design spaces for people, but also one that has a truly integrated team of retail, brand and digital designers – with decades of experience doing all this I-AM was an obvious choice.”

Retail inspired by people

Hackstons new retail experience recognises its clients’ appreciation for fine and rare collectibles, many of whom frequent, live and work in Knightsbridge. To understand how they shop and what they look for in a retail space, the team at I-AM conducted extensive research into the area’s retail offerings

“The emphasis is very much on the Hackstons team of experts to spend time with customers, to understand their particular likes and preferences, and to take the customer on a journey of discovery through the exclusive range of fine whisky and wines available in store,” says Paul Tynan, Creative Director, I-AM. “We’ve designed this store to encourage conversation and consultation throughout the space, allowing the Hackstons team to facilitate a shopping experience that is personal, professional and tailored to meet the demands of the most discerning customers seeking a taste of excellence.”

The store features three distinct zones. The journey starts with a walk-in browsing area showcasing initial offerings of whisky and spirits – a bottle that you might pick up for a dinner party. Passing through the Hackstons navy marble portal to the premium range, clients are invited to sample the finest whisky and wine while being guided through their options by an expert adviser.

The experience culminates in the whisky tasting library, where clients who are invited to do so will be able to learn about the whisky distillation process firsthand thanks to the micro-still installation in the store’s vaults. The vaults feature an additional private meeting space for clients to connect with Hackstons senior ownership advisors to further expand portfolio options and their personal collection of fine whisky, wines, spirits and casks.”

Bringing Scotland to Knightsbridge

“From the iconic stone table in the centre of the store, to the use of rich wooden carpentry as an ode to lush Scotch forestry and brushed antique metals giving depth and intimacy of setting, the design of the shop is a considered nod to the rugged Highlands of Scotland.

“There is so much detail in the store’s design,” says Tynan. “We have integrated uplighting into the fixtures to wash light through the product, bringing a warm amber glow to the space whilst making each bottle sparkle – a hero within a gallery-like environment. We have seeded in touches of blue throughout the store to subtly tap into the core brand identity, supported by digital screens hidden in mirrored glass panels which featured ambient brand messaging, helping to animate the space and creating a truly multi-sensory retail experience.”

Alongside this store design, I-AM has ensured that the in-store product packaging aligns with the existing Hackstons brand.”

New world of opportunities

William Street is a further step in establishing Hackstons, not only welcoming a new audience, but offering further services and creating a cultural hub for each client relation. Using a contemporary London lens, the store is a love letter to the past while simultaneously taking a step into the future.”

“This is a significant step forward for our business,” concludes Alphie. “We’re a challenger brand in the ownership space, and this is our first venture into retail. The space we’ve created is exceptional – a blend of luxury fashion retail and its bespoke clienteling with a curated whisky, wine and spirits retailer. It is opening up a new world of opportunities. We can’t wait to open our doors.”