Diageo Global Travel is claiming a world first with top-end Johnnie Walker Blue Label by hosting a 3D art installation in a bottle which will travel the world from Singapore to London, and beyond.

 

DGT in partnership with travel retailer DFS Group and Singapore Changi Airport have created the Johnnie Walker Blue Label Gallery which uses projection technology to display digital artworks showcased within three-metre high Blue Label bottles.

 

These are filled with bespoke, 3D and CGI graphics from local artists from the host cities to give the content perspective and depth. DGT aims to hone the travel credentials of the brand by showcasing similar galleries at “the world’s most cosmopolitan airports, instead of traditional art galleries”.

 

Changi’s Terminal 1 launched the project last Thursday (until the end of October) featuring commissioned works from three local contemporary artists. Their brief was to blend product cues of rare cask, rare craft and rare character into their pieces.

 

The artists include fashion designer and creator of the Ong Shunmugam label Priscilla Shunmugam; Alvin Tan (main picture) from Phunk Studio; and multimedia artist Brandon Tay who blends technology with art.

 

Shunmugam tells the story, in CGI video form, behind her ‘architectural couture’ artwork; Tan’s piece brings together the voices of visionaries in an animation sequence; and Brandon Tay examines the beauty within the bottle, inspired by the transformation that takes place in the process of metamorphosis in nature. Priscilla Shunmugam comments: “Our three interpretations feature elements from the worlds of fashion, design, premium whisky and even nature itself.”

 

Doug Bagley (right), Chief Operating Officer, Diageo Global Travel & Middle East adds: “This is a genuine first for the worlds of art, whisky and travel retail, reflecting our desire to raise and change the game. It shows our commitment to this sector, one of the fastest-growing retail channels worldwide.”