JJA proves vintage choice from wine list

JJA has beaten Imagination, Brennan & Whalley and Event Communications in a paid creative pitch to design The Wine Experience. The new 6m visitor attraction will be devoted to “the world of wine and the civilised pleasures around it”, according to a client spokesman.

And Lewis Moberly has been approached by client Wineworld London to design graphics for “a number of retail outlets” at the London attraction.

The spokesman confirms that JJA is “lead designer” for the whole project, and may appoint other consultancies.

The 6000m2 Wine Experience will include a permanent exhibition, three restaurants, a nightclub, a wine school and retail outlets.

It will be erected in existing warehouse space under the railway arches near London’s Bankside. Its architect, Hunter & Partners, is adding an extension to the existing structures.

“This will be an enormous project,” says JJA associate Tim Pyne, adding that the exhibition will link the spirit of the different countries wines come from. “The Italian section will have an operatic feel, for example,” he says.

“We want to project a contemporary feel to attract people visiting the new Tate gallery at Bankside, which is next door,” adds Pyne.

The Wine Experience will open in two years’ time.