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Diageo shop-in-shop at world's busiest land border crossing

Drinks group Diageo has launched a shop-in-shop concept 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 permanent store showcases popular Diageo brands such as Johnnie Walker, Buchanan’s, Bailey’s and Captain Morgan, as well as its World Class luxury division products. Design and production is by Bloommiami.

Attention-grabbing disruptive elements are used to guide shoppers through the space. Features include a slatted wood ceiling that distinguishes the Diageo area from the rest of the store, with several recessed LED strip lights in an irregular pattern to create further standout.

The main counter area is used for multiple purposes, including as a tasting bar, multi-tiered display unit and digital media learning centre. Customers are able to use iPads to review drinks recipes and flavour profiles, as well as learning about Diageo brands.

“Bloommiami created a branded retail experience that brings to life marquis Diageo products in a high traffic location,” says Bloommiami partner Darin Held. “The store-within-a-store concept has become very popular in the retail industry because brands can control the environment and incorporate specific brand touchpoints without incurring the expense of a stand-alone store.” 

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