Johnnie Walker Princes Street lights up the city during the Festival

Show-stopping projection unveiled on one of Edinburgh’s most iconic buildings 

Official Partner Destination of The Fringe, Johnnie Walker Princes Street, has kicked off its partnership with the world’s most famous arts festival, by unveiling a show stopping projection illuminating the entire eight floor building. 

The projection, created by Scottish projection specialists, Double Take, uses the iconic cantilever clock that sits on the outside of the Johnnie Walker Princes Street building, as a recurring theme.

The 2D/3D projection features a series of bold and colourful scenes that reimagine the facade of the visitor experience with dancers, acrobats and musicians, the idea being that performers are housed within the inner workings of the magical clock – allowing the cogs and clockwork elements to be woven throughout the piece.

The eight floor building is also a proud Fringe venue with ‘Pick of the Fringe’ which is a line-up of the best performances from across the festival. Set in the venue’s purpose built event space, Label Studio, two must-see shows will run daily every Thursday – Sunday at 4.30pm and 10.15pm.

Each day, three acts have been hand-picked from The Fringe’s unrivalled talent pool, for exclusive performances overlooking the Edinburgh cityscape. 

The line-up includes performances from: Grammy and Emmy-winning Soweto Gospel Choir, Britain’s Got Talent finalist Magical Bones, Australian drag and circus act Briefs Factory, America’s Got Talent semi finalist Dom Chambers, and many more. 

Johnnie Walker Princes Street has also created ‘Tropical Time Out’ on Victoria Street, an experiential space giving festival goers the opportunity to step out of the busy city and into a world of flavour, showcasing just a hint of what’s in store at Johnnie Walker Princes Street. From here, guests can get a taste of what to expect on the Journey of Flavour tour, before heading down to the newly lit building for their own multi-sensory whisky adventure. 

Barbara Smith, Managing Director for Diageo’s Scotland brand homes said: “It’s wonderful to see Edinburgh’s festival season in full swing once more and we’re delighted to be part of the action. 

“Johnnie Walker Princes Street is looking fabulous both inside and out, especially with the unveiling of our exciting new projection which will illuminate Princes Street with some fabulous story-telling and images.

“This is our first summer in the city and our team are delighted to welcome visitors to our Journey of Flavour tour, Pick of the Fringe performances, rooftop bar and retail space. We know a thing or two about making the perfect blend and our festival line-up is no different, so head along and see us for an exciting festival experience.”

The Journey of Flavour is a 90 minute tour with 3 whisky drinks tailored to your flavour preference (non alcholic options avaible). Complete with a unique flavour-based quiz and personalised cocktails, the full-sensory adventure culminates in a flavour-filled celebration with three whisky drinks. 

Ticketholders for any ‘Pick of the Fringe’ event receive 30% off their Journey of Flavour experience along with 20% off in the venue’s state-of-the-art retail store, subject to terms and conditions.

The projection will feature every night of the festival from 10pm. 

For tickets, head to www.johnniewalkerprincesstreet.com