You will no doubt have heard of a message in a bottle but perhaps not a 3D art exhibition on a bottle. Johnnie Walker Blue Label, the world’s leading ultra-premium Scotch whisky, has launched an immersive experience for travellers with the creation of its own art galleries with a difference, one of which is now being showcased in Heathrow’s Terminal 5.
These creative gallery spaces, which are being installed in international airports worldwide, are designed to exhibit some of the world’s most talented and upcoming artists’ unique interpretations of ‘The Rare Blend’ and pay homage to the rarity and craftsmanship synonymous with Johnnie Walker Blue Label. Exhibiting the artists’ remarkable work in the airport environment reflects the true and unique travel credentials of the brand. To date, Johnnie Walker Blue Label Galleries have launched in Singapore Changi Airport and Miami International and this latest gallery in London’s Heathrow airport has been extremely well received by passengers, who have been enjoying exploring the space and discovering more about one of the world’s rarest whiskies.
To celebrate the opening of the travel retail exhibition and in conjunction with World Duty Free Group, Johnnie Walker has created 750 limited edition Johnnie Walker Blue Label bottles, etched with the London skyline in a rare gold liquid imprint. These will be available exclusively for purchase in World Duty Free stores in all Heathrow Terminals between now and the end of February 2014, covering the key purchasing periods of Christmas, the increase in Russian and Chinese flights in the New Year and Valentine’s Day.
Commenting on the arrival of the new Johnnie Walker Blue Label Galleries, Paul Downing, Regional Director, GTME Key Accounts, Diageo said, “We are delighted to unveil this immersive art experience to Heathrow travellers. The creation of this unique Johnnie Walker Blue Label Gallery in Heathrow airport reinforces our true commitment to the travel retail sector and to providing our customers with unique and innovative travel experiences and products.”
Eugenio Andrades, Chief Commercial Officer at World Duty Free Group adds, “This exciting initiative demonstrates the strength of the relationship we have with Diageo and Heathrow. We have worked in close collaboration with the brand and the airport, to help bring this experiential event to travellers visiting Terminal 5. This is a very customer focused activity and we are delighted to be able to offer passengers the unique opportunity to sample one of the world’s most exceptional whiskies; Johnnie Walker Blue Label. In addition, we have secured exclusivity on the exceptional London Limited Edition bottle, with its artistic interpretation of the London skyline making it the perfect product to gift, or to keep as a personal memento of a trip to this inspiring city!”
Jeffrey Dale Starr is a whisky enthusiast, oil painter, and owner of mobile software company Purple Falcon.
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