The Johnnie Walker Ultra Exhibition is Featured at NYCxDesign 2025
Alpha Kilo — May 21, 2025 — Art & Design
References: johnniewalker
For the 2025 edition of NYCxDESIGN, Johnnie Walker Blue Label Ultra Blended Scotch Whisky presents ‘OUT OF THE BLUE: Glass, Craft and the Future of Johnnie Walker Blue Label’, an exclusive exhibition celebrating the brand’s rich history and its ongoing commitment to sustainability and craftsmanship. Through a week of immersive programming, the exhibition invites guests to explore Johnnie Walker Blended Scotch Whisky’s evolving legacy—from its storied past to its bold future—spotlighting groundbreaking collaborations with both established and emerging creatives.
The inspiration of this immersive series is Johnnie Walker Blue Ultra. Weighing just 6.3oz (180g), Ultra is the world’s lightest 70cl bottle, featuring a reimagined design and new, patented glass technology developed by Diageo’s design team. This lighter bottle embodies the future of luxury packaging, fusing sustainability with exceptional craftsmanship. Visitors will encounter an installation of Blue Label Ultra bottles, emphasizing their interplay of light and form that showcase Ultra’s material innovation and sustainable design
Taking place at Cristina Grajales Gallery in Tribeca, New York, the exhibition will also feature additional displays underscoring the brand’s commitment to design exploration and artistic partnerships. Featured work will include a visual history of Johnnie Walker’s design legacy and never-before-seen works by Fnnch, B-havior, and Gustavo Sousa. Alongside this newly commissioned works by Amber Cowan, Scott Newlin, and Objects of Common Interest will debut, each of whom has worked with the open-sourced Ultra glass patent to create pieces that reflect their unique approach to craft and form.
Image Credit: Richard Jopson
The inspiration of this immersive series is Johnnie Walker Blue Ultra. Weighing just 6.3oz (180g), Ultra is the world’s lightest 70cl bottle, featuring a reimagined design and new, patented glass technology developed by Diageo’s design team. This lighter bottle embodies the future of luxury packaging, fusing sustainability with exceptional craftsmanship. Visitors will encounter an installation of Blue Label Ultra bottles, emphasizing their interplay of light and form that showcase Ultra’s material innovation and sustainable design
Taking place at Cristina Grajales Gallery in Tribeca, New York, the exhibition will also feature additional displays underscoring the brand’s commitment to design exploration and artistic partnerships. Featured work will include a visual history of Johnnie Walker’s design legacy and never-before-seen works by Fnnch, B-havior, and Gustavo Sousa. Alongside this newly commissioned works by Amber Cowan, Scott Newlin, and Objects of Common Interest will debut, each of whom has worked with the open-sourced Ultra glass patent to create pieces that reflect their unique approach to craft and form.
Image Credit: Richard Jopson
Trend Themes
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Sustainable Luxury Packaging — The introduction of the Johnnie Walker Ultra bottle, designed using patented glass technology, highlights a shift in luxury packaging towards sustainability and lighter, eco-conscious materials.
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Immersive Brand Experiences — The immersive exhibition model, as demonstrated by Johnnie Walker at NYCxDESIGN, showcases the potential for brands to create engaging multi-sensory experiences that build deeper connections with consumers.
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Collaborative Artistic Innovation — This exhibition's collaboration with diverse creatives exemplifies a trend where brands leverage artistic partnerships to innovate and enhance brand storytelling.
Industry Implications
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Glass Manufacturing — Innovative glass technology, as seen in the Ultra bottle, presents opportunities for manufacturers to develop advanced materials catering to sustainability and luxury markets.
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Event and Exhibition Industry — Immersive exhibitions like the Johnnie Walker display show growth potential for event planners focusing on creating unique, branded art experiences.
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Luxury Goods — The convergence of craftsmanship, sustainable design, and luxury in the Ultra bottle signals an evolving industry trend towards eco-friendly yet opulent product offerings.
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