World's First 3D Art Exhibition Launched in a Bottle

Sep 20, 2013, 06:11 ET from Diageo Global Travel

SINGAPORE, September 20, 2013 /PRNewswire/ --


You will no doubt have heard of a message in a bottle but perhaps not a 3D art exhibition in a bottle. This is exactly what JOHNNIE WALKER BLUE LABELTM, the world's leading ultra-premium Scotch whisky, has created in conjunction with some of the most celebrated international contemporary artists and fashion designers.

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The immersive JOHNNIE WALKER BLUE LABEL Gallery will be a spectacle to behold and a feast for the senses. Using the latest in projection technology, a collection of artistic endeavours will be showcased from within large format JOHNNIE WALKER BLUE LABEL bottles that stand at almost three metres tall. In another break from tradition, the art installation will not be exhibited in established art galleries but instead feature in cosmopolitan airports across the globe from Singapore, to London and beyond, reflecting the travel credentials of the brand.

In each of these vibrant cities, JOHNNIE WALKER will collaborate with local game-changing artisans to showcase their interpretation of 'The Rare Blend' -a homage to JOHNNIE WALKER BLUE LABEL, one of the pinnacle offerings from JOHNNIE WALKER. 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, the world's most awarded airport, starting 19 September. This unique, stylish Gallery will then take to the skies and travel to other key destination airports around the world. For the world premiere in Singapore, 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 LABEL and the country of Singapore, as explained below:

  • Priscilla Shunmugam tells the story, in CGI video form, behind her 'Architectural Couture' artwork. In it she shows the marrying of the stories behind the iconic buildings of Singapore and their structural rigidity and beauty, with the flowing organic patterns from traditional fabrics. Each building, like the rare whisky has a story of real character, one steeped in history and shaped by the present, both coming together to inspire the creation of each piece of clothing.
  • Alvin Tan's piece brings together the voices of visionaries in an animation sequence that is nothing short of mesmerising. This artwork will showcase handcrafted digital typography, breathing life to the game-changing minds of Aristotle and Dr. Livingstone. A visualization of how words can be shared with a great spirit, Alvin will use paper sculptures as they form and mesmerize as they spiral into a creation representing a blend of voices from different personalities, crossing diverse talents and experiences.
  • Brandon Tay examines the beauty within the bottle. He is inspired by the notion of metamorphosis, drawing parallels between its occurrence in nature, its representation in Singapore's evolution through these 48 years and aptly, the transformation of the finest ingredients and our rarest blend of whiskies into a prized bottle of JOHNNIE WALKER BLUE LABEL. His piece will blend fauna and flora to create a new unique life form reminiscent of a silk worm spinning the thread for its cocoon.

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.

Brooke Supernaw, Vice President, Wines and Spirits, DFS Group, adds, "DFS has an award-winning Liquor & Tobacco concession in Terminal 1 and we are constantly searching for truly innovative ways to provide our customers with the ultimate airport experience. We are glad to have found a great partner in the Diageo Global Travel team. The JOHNNIE WALKER BLUE LABEL Gallery is the latest game-changing activation, and we are pleased to be the first to be part of an exhibition that upholds the same standard of beauty engagement, innovation and technological sophistication that we strive to meet every day with our concessions at Changi Airport."

Commenting on the collaboration with the next generation of game-changers, Doug Bagley, Chief Operating Officer, Diageo Global Travel & Middle East adds, "JOHNNIE WALKER BLUE LABEL is a blend of unrivalled luxury. It deliberately and expertly draws together some of the rarest whiskies in the world. With that in mind, our curated artists have taken the theme of 'The Rare Blend' as their inspiration, subtly blending product cues of rare cask, craft and character into their work to produce a unique creation that is reflective of the pioneering, game-changing ethos of JOHNNIE WALKER BLUE LABEL. We're delighted with the results - a genuine first for the worlds of art and whisky."

The JOHNNIE WALKER BLUE LABEL Gallery will be on display at Singapore Changi Airport Terminal 1 from 19 September until 31 October 2013.

Notes to editors

To celebrate the opening of the travel retail exhibition and in conjunction with DFS Ventures Singapore, JOHNNIE WALKER has created 150 limited edition JOHNNIE WALKER BLUE LABEL bottles, etched with the Singapore skyline in a rare gold liquid imprint. Available exclusively at the DFS Changi Airport for a limited time only.

The JOHNNIE WALKER BLUE LABEL words and associated logos are trade marks © DIAGEO 2013.

SOURCE Diageo Global Travel