As part of Johnnie Walker’s innovative Symphony in Blue brand activation, the storied whisky brand created an ice room and treated guests to 10,000 year old ice. You might wonder; what is so special about 10,000 year old ice? The answer is purity.
Typically, ice water is used to cleanse the palate before drinking a spirit of premium craftsmanship like Johnnie Walker Blue. However, the global brand activation Symphony in Blue took the ritual one step further by serving glacial ice that was frozen years before modern day pollutants were around.
With shards of glacial ice shooting up from the floor and down from the ceiling, Symphony in Blue guests entered the ice room wearing fur coats to stay warm. The resulting experience was immersive, exciting, novel and truly complemented the Johnnie Walker Blue.