Dunhill, 1A St James's

Designing the brand’s spiritual home

Dunhill saw the opportunity to create its heritage and craft story at 1A St James’s, building a destination from which to transport the brand and its premium experience across global retail markets.

Ultra-contemporary while rooted in heritage

Household elevated Dunhill Tobacco of London Limited as a symbol of confident indulgence through the power of its experience. Rather than a formal gentlemen’s club, 1A St James’s is an aspirational lifestyle hangout, where touch, rituals and social space connect in a way that’s ultra-contemporary and rooted in heritage.

Key insight

The Bon Vivant want unique social experiences to share with like-minded people.

In the Master Blender’s Room, an engraved copper wheel holds tobacco from around the world. The aficionado can touch and smell the product in a sensory experience designed to create a deeper, emotional connection with the brand. In the Humidor, 56 private copper humidors house customers’ personal cigars in optimal conditions.

A sensory experience that creates an emotional connection with Dunhill

Establishing the brand heritage and experience codes in London allowed us to adapt the brand signature for existing and emerging markets for Global Travel Retail, specifically in Asia and South America. 1A St James’s at Kuala Lumpur International Airport embodies the brand’s spiritual London home through heritage plaques with intricately etched illustrations, evocative architecture and signature copper features.

Results

DBA Design Effectiveness Winner – 2015

A blueprint modular format for future physical and digital activation.