Diageo’s Brand Store is located within the brand’s headquarters at 7HQ, London. It sold spirits, wines, champagne and beers to Diageo employees and visitors - but was seen internally as little more than a place for staff members to collect their allowance. A complete refurbishment and refocusing of the shop was carried out by Sedley Place, making greater use of the available space on the ground floor. Flexible bespoke displays and shelving units were fitted, as well as an eye-catching central island to display Diageo’s brands to the best effect. The new London landmark at 7HQ is more than a Diageo Brand Store. It has become the benchmark for Diageo’s retail displays and a place for everyone to engage with the brand. The new store’s sales have increased by an average of 62.04%, reversing previous declines, and employees have a better perception of the retail space.