Ten months after first highlighting plans to build a new 'brand home' for the whisky, Diageo said it has submitted a planning application for a seven-floor site on Princes Street in Edinburgh. A £150m investment has been lined up for the site, described by Diageo as 'one of Edinburgh's most exceptional landmark buildings'. The application has been lodged with local authorities and includes: A 'multi-sensory, immersive' visitor experience across three floors, guiding people through the 200-year history of the brand, the art and science of whisky-making. An events space for staging music, theatre, arts and community events. A bar 'academy' for training purposes. Roof-top bars with views of Edinburgh Castle and across the city skyline, and a retail space at street level.
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