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.