What would Johnnie Walker Blue whisky look and feel like if it was brought to life? Symphony in Blue is the answer; a breathtaking immersive experience one part art installation, one part theatre and one part brand activation.
Renowned creatives Harmish Hamilton and Russell Thomas (Done+Dusted) along with Bompas and Parr created a seven-part brand activation that led international whisky enthusiasts through a series of experiences bringing Johnnie Walker Blue’s to life like never before.
Greeted with Johnnie Walker Blue "scotch-tails," guests, including actor Jude Law, entered the prestigious Merchant Taylors' Hall on September 16th and 17th in London, wowing guests from as far as Kenya and Singapore. Done+Dusted conceptualized and created six distinct installations to bring guests "on a journey to the center of a glass of Johnnie Walker Blue"
The first experience was a decadent blending parlour hosted by Johnnie Walker’s Master Blender Jim Beveridge where a "nosing" session guided guests through each of the distinct notes of Johnnie Walker.
Waiting in the next room was a collaborative art installation featuring Johnnie Walker’s iconic Striding Man symbol. Guests were challenged to conceptualize unique stories around the Striding Man, which were then illustrated live in front of them.
The Crystal Chamber featured decadent Baccarat crystal whisky glasses, revealing distinct differences in smells enhanced by glasses of different shapes. Into The Blue immersed guests in an ice room surrounded by 10,000-year-old glacier ice, providing a once in a lifetime opportunity to experience Johnnie Walker Blue’s intricate flavors combined with the pure palate cleansing ice water.
The Whisky Woodlands set a traditional bar scene in the midst of an enchanted, Eden-like forest featuring fountains and mist. Guests were even invited to use the whisky flamethrower to hand char a cask of Johnnie Walker Blue.
Last, but certainly not least was the much-anticipated Whisky Cloud. Donning rain jackets, small groups of guests were led into a small, misty room to experience the world’s first Whisky Cloud (think of a steam room that is full of whisky mist).
Gastronomic creations courtesy of Sam Bompas and Harry Parr (Bompas & Parr) along with an invigorating song, dance and live music performance and the world’s first Flavor Conductor led to the night’s climax.
Described as a journey to the center of a glass of Johnnie Walker Blue, Symphony in Blue represents the next level of global brand activations. Creative, collaborative, immersive and educational, Symphony in Blue was a premium experience well suited to mirror a blissful stroll through a glass of Johnnie Walker Blue.
Star-Studded Scotch Parties
Symphony in Blue Brand Activation Brings Together Theatre & Whisky
Trend Themes
1. Immersive Brand Activations - Opportunities exist for companies to create immersive and interactive brand activations that provide a unique and memorable experience for customers.
2. Collaborative Art Installations - Companies can explore the concept of collaborative art installations to engage customers in creating unique stories and experiences around their brand.
3. Gastronomic Experiences - The combination of food and beverage with theatrical performances and immersive elements presents opportunities for businesses to create gastronomic experiences that leave a lasting impression on customers.
Industry Implications
1. Whisky - The whisky industry can leverage immersive brand activations to showcase their products and engage whisky enthusiasts in a new and exciting way.
2. Fine Dining - The fine dining industry can incorporate the concept of gastronomic experiences to elevate their offerings and provide customers with a multi-sensory dining experience.
3. Art and Entertainment - The art and entertainment industry can explore collaborative art installations as a means of engaging audiences and creating interactive experiences that blur the line between art and participation.