Johnnie Walker Blue, the world’s best selling ultra-premium Scotch Whisky, is coming to an airport near you in the form of a 3D art exhibit. Johnnie Walker has teamed with a variety of international contemporary artists and fashion designers to create a collection of artistic endeavors that will be showcased from within large format Johnnie Walker Blue bottles that stand at almost three meters tall. The art installation will not be exhibited in established art galleries but instead they will be featured in cosmopolitan airports across the globe from Singapore, to London and beyond, reflecting the travel credentials of the brand.
In each of these cities, Johnnie Walker will collaborate with local artisans to showcase their interpretation of ‘The Rare Blend’ – a homage to Johnnie Walker Blue. The bottles will be filled with bespoke 3D and CGI graphics created by famous local artists from the host cities, giving the content perspective and depth.
The first port of call is the concourse of Terminal 1 in Singapore Changi Airport. Johnnie Walker has commissioned three local leading contemporary artists who embody the unique character of both the rare whisky and the spirit of the Lion City: Priscilla Shunmugam, celebrated fashion designer and creator of the Ong Shunmugam label; Alvin Tan from the award-winning Phunk Studio; and Brandon Tay, a leading multimedia artist who blends technology with art.
Each artwork in the Gallery brings to life a key element of both the heritage of Johnnie Walker Blue and the country of Singapore.
Priscilla Shunmugam, who has showed at the Singapore and Paris Fashion Weeks, comments, “During the collaboration process that led to the creation of the Johnnie Walker Blue Label Gallery we, as artists, wanted to create truly rare works to bring to life different representations of the rarest blend. Our three interpretations feature elements from the worlds of fashion, design, premium whisky and even nature itself. We hope that voyagers travelling through Singapore Changi Airport will be surprised and delighted by the Gallery and that it provides them with a unique and completely immersive experience.
The Johnnie Walker Blue Label Gallery will be on display at Singapore Changi Airport Terminal 1 from September 19 until October 31, 2013, before moving to another international location.
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.