Luxury London department store Harrods has refurbished its fine wine and spirits rooms creating a new customer journey that focuses on discovery and education.

Customers are invited to interact with ingredients displayed in glass bell jars on the 'aroma tables'. Instead of actually sampling the products, visitors can use atomisers to experience the scent of items, which are all associated with particular flavours of wine. At the heart of the new department is the Fine Wines room, where products are categorised by terroirs, allowing customers to discover wine by region.

Digital also plays a strong role throughout the space. Interactive screens that display product information are activated by visitors picking up the complementary bottles. There is also an 'education' room, offering live streaming to vineyards and winemakers in the best regions and chateaus in the world, giving customers an insight into where the wine is produced. Additional services include bottle personalisation, with an in-house engraving machine, personal consultations and bespoke cellar plans for those looking to build their collections.

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