Majestic Wine has launched its latest store format as the retailer ramps up efforts to create “an immersive shopping experience”.

The store in London’s St John’s Wood, which is the first to feature Majestic’s new logo, carries its largest ever range of almost 1,000 alcohol lines including 260 fine wines.

Measuring 3,720 sq ft, the shop is fully shelved throughout, creating more visually attractive merchandising by removing cardboard boxes from the shop floor.

A number of dedicated tasting stations featuring “Waterstones-style product recommendations” have been implanted, allowing customers to sample the wines in the store.

The new format also features a Lay & Wheeler shop-in-shop – its first bricks and mortar presence since closing its Colchester store back in 2009.

The Lay & Wheeler area features free-to-use “enigmatic tasting machines” and a large tasting bench, designed to give shoppers somewhere to sit down, taste and learn about wine.

Majestic said the store would host more tasting events than in any of its other shops as it bids to woo more shoppers from across London.