Diageo unveils Johnnie Walker Blue Label pop-up at Heathrow T5

Posted on May 31, 2022 (June 1, 2022) by Rosa Hicks

UK. In a world-first airport activation, Diageo Global Travel has officially unveiled an immersive luxury brand experience and pop-up store from the world’s number-one travel retail Scotch whisky brand, Johnnie Walker.

Johnnie Walker Blue Label (1 litre, retailing at £180/US$226) is the hero product of the activation. Diageo Global Travel worked with Dufry’s World Duty Free, out-of-home media agency JCDecaux, and Heathrow Airport as an industry ‘quaternity’ to deliver the experience.

The centrepiece of the activation is a sampling bar at which consumers wear surround sound headphones to listen to an immersive commentary and view a product video as they taste.

The space also features a gifting station which offers gift wrapping and personalised luggage tags.

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