By Prisca Sam-Duru

Last week, Jameson, the Irish best-selling whiskey, unveiled a new immersive creative hub in Lekki Lagos.
Known as Jameson Yard, the creative hub is the company’s first-ever branded residence in Lagos’ bustling Lekki district, bringing its vibrant, community-driven spirit to life.

Friends of the brand, influencers, ambassadors, partners, and celebrities came together for a unique experience at the immersive space, where creativity, connection, and relaxation are always on the agenda.

The evening was nothing short of star-studded, with the likes of Made Kuti and Nedo Kuti, Kelly Rae (Big Brother Season 9 winner), Dotti the Deity, Larry Hector, Callheruche, Ebuka Nwobu of Vogueboys, Tobi Mohammed of Mainland Block Party, Bisilola of Afrovibes, and many more joining the fun.

The multipurpose space offers creatives a unique experience to expand their creativity, connection, as well as have a good time 24/7. Every corner of Jameson Yard exemplifies the brand’s commitment to fostering creativity, community, and unforgettable experiences. It’s all about making connections with others, exchanging stories, and, of course, enjoying a great drink.

The evening was filled with excitement, good vibes, and even better conversations. Guests gathered to savour expertly crafted Jameson cocktails with fun, peculiar names like Rebirth, TIM, and Date Night, which were perfectly paired with mouthwatering gourmet bites. ‘The Yard’ quickly became the focal point of the gathering, as laughter echoed, stories were told, and new friendships were formed.

A guided press tour of the hub revealed its beautifully-themed exquisite spaces including; Games Room: For all the fun and games, laughter, and good-natured competition; Co-Working Space; A quiet spot for sparking creativity and collaboration; Podcast Space: A pro-grade setup for capturing conversations that matter; Content Creation Space: A dream space for creators, with flexible backdrops needed to bring ideas to life; Black Barrel Room: A tribute to the craft behind Jameson Black Barrel, where quality is at the heart of what makes it special; and The Yard: An inviting open-air space where great conversations and memories flow under the stars.

Pernod Ricard’s Head of Portfolio, Bodam Taiwo, stated during the unveiling that “Jameson Yard reflects our commitment to creating safe spaces for our community and being an integral part of their journey. It’s not just about the whiskey; it’s about the people, the stories, and the memories we create together.”

“The space is designed to be used for numerous things. For instance, if artists want to research or launch their album, they are able to do that”, says Jameson Brand Development Executive, Bren Gonouya.

Gonouya, a Zimbabwean, further explained what went down for the Yard to come alive. “There are lots of collaborations that came in this project from some other markets; there’s a lot of knowledge sharing and cross market collaboration. The capital-intensive nature of this project is something to show the creative communities of Nigeria that Jameson is here to stay and we are invested in them, and how they grow and develop. The history of Jameson in Nigeria is not the longest but we look at the impact and how far we’ve come within a short time. The future is very bright,” he said.

Starting January 2025, Jameson Yard will open its doors to the public, offering a variety of exciting experiences like whiskey tastings, live music sessions, JBB dinner, creative workshops, podcast recordings, and more.

Founded in 1780 by John Jameson, Jameson is the best-selling Irish whiskey in the world. Produced in the distillery in Midleton, County Cork, from malted and unmalted Irish barley, Jameson’s blended whiskeys are triple-distilled, resulting in exceptional smoothness.