Scotch whisky brand Johnnie Walker has announced the launch of its first experiential retail flagship in Madrid. Located on the Calle de Serrano in the fashionable Barrio de Salamanca district, the concept aims to entice both whiskey lovers and novices with immersive experiences like whisky appreciation classes and tastings. A tasting table sits at the heart of the sleek, midcentury-style space, while a personalization station provides services like engravings.