A relationship was formed with English Heritage and the agency secured permission to completely refit a series of hidden rooms inside Wellington Arch, a major London landmark in the center of Hyde Park round-about, seen by millions of commuters and tourists alike each week.

Whilst existing retail installations provided a clear palette for colors and materials, in terms of finish and overall experience, HAIG CLUB™ London had to work on an entirely different level. Captivating (and catering for) an audience over a whole night, rather than just a shopper for 5 minutes and delivering a much broader set of messages around heritage, design, and food pairing.

Other considerations included a 7 day build, limited physical access (via one 4 person passenger lift) and the restrictions associated with working within a Grade I listed historical monument.

The week-long residency saw the interior of the historic monument transformed into a modern interpretation of the clubs featured in original adverts complete with secret lounge, bespoke copper bar, roof top garden, and private dining room.

The exterior of the monument was illuminated blue and copper for the week, mirroring the distinctive color and shape of the HAIG CLUB™ bottle for the world to see.

In the first week of March 2015, HAIG CLUB™ embarked on a weeklong residency at London's iconic Wellington Arch – HAIG CLUB™ London.

HAIG CLUB™ London was created to reinforce the unique design and style credentials of HAIG CLUB™ and programmed to challenge the notion that whisky should only be enjoyed neat.

HAIG CLUB™ London featured a bar serving signature cocktails that showcased the liquid as perfectly placed at the heart of the drinks – around which 2 Michelin star chef Brett Graham and the team from London’s only Michelin starred pub, The Harwood Arms, created a bespoke 5 course menu of seasonal British produce.

Over the course of 5 days David Beckham and HAIG CLUB™ hosted a series of events attended by a range of influencers, key media and customers.

Guests including Tom Cruise, Victoria Beckham, Guy Ritchie, Idris Elba, along with stars from HAIG CLUB™ launch markets. Soejin Lee from Korea and Ngoc Ha and Toc Tien from Vietnam helped generate over 3.1 billion impressions over a 3 week period. This compared to the 4 billion impressions garnered over a three month period (October to December) around the launch of the brand.