William Grant & Sons-owned single malt Scotch whisky Glenfiddich has brought its digital art experience to Taiwan Taoyuan International Airport in support of its Grand Yozakura 29 Year Old release.

The immersive art installation, created by Japanese artist, director and designer, Fantasista ‘Uta’ Utamaro, is inspired by Hanami, Japan’s renowned cherry blossom festival. 

It aligns with Glenfiddich’s Grand Yozakura, the latest in the distillery’s Grand Series collection of innovative cask finishes, which makes use of casks that previously held Awamori, Japan’s oldest distilled spirit.

The whisky’s packaging includes a bespoke topper and an outer which features a traditional poem. 

Hosted in partnership with Ever Rich Duty Free, the installation is running until 31 August 2023 as part of a wider activation. 

Situated in Taoyuan Airport’s high-traffic T1 Departure North, the activity incorporates a full concourse store plus an additional gondola.

A back wall features a digital screen which displays the art, depicting the cherry blossoms at night.

Passengers have access to VR headsets to fully immerse themselves in the virtual gallery, with behind-the-scenes content with Uta also available to watch. 

The Taoyuan activation also includes a Japanese ‘furoshiki’ gift-wrapping ritual for consumers.

Grand Yozakura is a limited edition, and within travel retail is only available at only a handful of “strategic” airport locations.

‘Exceptional’ liquid

“We are thrilled to collaborate with Ever Rich Duty Free to showcase our Grand Yozakura whisky at this key travel retail location,” said David Wilson, William Grant & Sons Managing Director Global Travel Retail.

“As the first single malt Scotch whisky to be finished in Japanese ex-Awamori casks, this exceptional liquid has an unforgettable taste – and we have created an equally memorable digital art activation to support it.

“The innovative, immersive installation delivers an exceptional shopping experience for this region’s discerning and knowledgeable travellers. This limited edition release, and its corresponding marketing campaign, is yet another example of Glenfiddich’s commitment to innovating strongly within the single malt category, to drive excitement and further satisfy the strong consumer demand in Asia.”

Ever Rich Duty Free Vice President Patricia Wang added: “We are pleased and proud to partner with William Grant & Sons on this flagship installation for Glenfiddich’s Grand Yozakura 29 Year Old scotch whisky.

“We have worked hard to create a distinctive activation that does justice to this exceptional release, and we are confident that our discerning passengers will appreciate the opportunity to discover this sought-after bottling.”

Earlier this year, William Grant took its immersive pop-up experience for Glenfiddich Perpetual Collection to Dubai following the single malt range’s launch in 2022.