We’re thrilled to see the Inverness Castle Experience open, marking a major new chapter for one of the Highlands’ most iconic landmarks.

As part of the £47m transformation, SS+A Associates Mhairi Holland and Catrina Hicks played a key role in shaping the retail experience, ensuring the shop isn’t just a place to purchase, but a continuation of the story visitors encounter throughout the attraction.

Inverness Castle Experience: How retail became part of the story

When a landmark destination like The Inverness Castle Experience opens its doors, every detail matters.

From the exhibitions and visitor journey to the views across the Highlands, the experience needs to feel cohesive, memorable and rooted in place. Retail should be no exception.

That was the thinking behind SS+A’s work supporting the development of the new retail offer at Inverness Castle Experience.

Too often, attraction retail can feel separate from the visit itself, something added at the end rather than thoughtfully woven into the wider experience. Our approach was to help create a shop that felt like a natural continuation of the stories visitors had just encountered.

A shop with a sense of place

The brief was clear: create a retail offer that felt unmistakably Highland.

That meant sourcing locally wherever possible, working with makers and suppliers across the Highlands and wider Scotland, and curating products inspired by landscape, heritage, craft and contemporary creativity.

The result is a collection that celebrates the richness of the region; from artisan homeware and textiles to food, gifts and bespoke products designed specifically for the Castle.

We didn’t want visitors to simply buy a souvenir. We wanted them to take home a meaningful connection to the place they’ve just experienced.

Storytelling through product

One of the standout elements of the project was the creation of a bespoke Inverness Castle tartan, developed with Highland weaving mill Prickly Thistle, located less than 20 miles from the Castle.

The tartan was designed using colours and thread counts linked to the Castle’s geography, history and opening year, quite literally turning fabric into storytelling.

That tartan now appears across an exclusive retail range and staff uniforms, creating a living thread between place, people and product.

Sustainability with substance

Sustainability was built into the thinking from the outset. Local sourcing helps reduce transport miles and supports regional makers. Natural fibres, traditional craft skills and lower-waste production methods all played a role in shaping the final offer.

More importantly, sustainability was not treated as a label. It became part of the product story.

Commercially strong, culturally right

Great retail should support both mission and margin. Early results from the bespoke tartan range alone have shown strong performance, with healthy margins and clear customer demand for exclusive, authentic products.

That reflects a wider truth for attractions and heritage sites - when retail is aligned with story, place and visitor experience, commercial results often follow.