# Whisky-Powered Steam Rooms Johnnie Walker Blue Creates One-of-a-kind Whisky Cloud By Jonathon Brown | Published 2014-09-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/whiskey-cloud References: [symphonyinblue](http://www.symphonyinblue.com/symphony-in-blue/) & [johnniewalker](http://www.johnniewalker.com) What if it rained whisky? If you think that sounds ridiculous, then check out the [Whisky](https://www.trendhunter.com/trends/whisky-blind-box) Cloud created as part of Johnnie Walker Blue’s groundbreaking global brand activation and theatrical event Symphony in Blue. Imagine entering a small room with transparent walls and being surrounded by a whisky mist reminiscent of a steam room. Merging the luxury of a spa day with the excellence of Johnnie Walker Blue, creative event staging company Done+Dusted conceptualized this installation bringing chemistry, master whisky blending and [experiential marketing](https://www.trendhunter.com/trends/whisky-explorer-experience) together. As guests entered the Whisky Cloud, a light show commenced that was distorted by the [whisky-scented fog](https://www.trendhunter.com/trends/kyro-sauna-stories) dominating the room. One deep breath brought the warmness of Johnnie Walker Blue to the back of the throat while the mist sat lightly on guests skin. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 91% | Activity: 99% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Luxury Spa Installations:** Incorporating innovative installations like the Whisky Cloud can take spa experiences to the next level and attract experiential consumers. - **Sensory Branding:** Creating immersive brand experiences with unique sensory elements like the whisky scent in the Whisky Cloud can increase brand recognition and loyalty. - **Experiential Marketing Campaigns:** Campaigns like Symphony in Blue, featuring the Whisky Cloud installation, can create a unique and memorable experience for consumers, leading to increased engagement and sales. ### Sectors Adopting This - **Hospitality:** Incorporating similar installations in hotels and resorts can differentiate them from competitors and attract more guests. - **Entertainment:** Event companies can incorporate immersive experiences like the Whisky Cloud to create unforgettable events and stand out in a crowded market. - **Food and Beverage:** Bars and restaurants can incorporate sensory elements like the whisky scent to enhance brand experiences and increase customer satisfaction. ## Related on Trend Hunter - [Immersive Whiskey Brand Activations](https://www.trendhunter.com/trends/johnnie-walker-blue-room.md) - [Luxurious Scotch Whisky Platforms](https://www.trendhunter.com/trends/johnnie-walker-vault.md) - [Après-Ski Whiskys](https://www.trendhunter.com/trends/johnnie-walker-blue-label-ice-chalet.md) - [Multi-Sensory Dining Experiences](https://www.trendhunter.com/trends/johnnie-walker-blue-table.md) - [Immersive Scotch Whisky Journeys](https://www.trendhunter.com/trends/macallan-celebrated-200-years.md) - [Whisky-Inspired AR Sculptures](https://www.trendhunter.com/trends/state-of-the-art-ai-021523.md) - [Exclusive Umami-Flavored Whiskeys](https://www.trendhunter.com/trends/johnnie-walker-3.md) - [Artist-Inspired Custom Whisky Blends](https://www.trendhunter.com/trends/custom-whisky-blends.md) - [Perfume-Paired Whiskies](https://www.trendhunter.com/trends/perfume-and-whisky.md)