Glenfiddich’s immersive airport pop-ups spotlight TREX Perpetual Collection

By Faye Bartle |

Glenfiddich Perpetual Collection.

A look inside the immersive airport pop-up for the Glenfiddich Perpetual Collection.

To celebrate its new global travel retail (GTR) exclusive Perpetual Collection, Glenfiddich is launching its first in-person experience at selected airports around the world.

These include Amsterdam Airport Schiphol (1-31 October), Singapore Changi Airport (27 September to 31 October) and Miami International Airport (8 December to 5 January).

Travellers can step inside the immersive pop-ups for an enhanced shopping experience and the chance to discover the four-piece collection.

“The time spent at the airport is that exciting moment where the adventure starts; and so we wanted to give those flying something special to enhance their experience and remind them of their travels,” said Lindsay Hitzeroth, Head of Customer Marketing Global Travel Retail at William Grant & Sons.

“The Perpetual Collection offers travellers a unique moment of enjoyment to capture their life that never stands still.”

Glenfiddich immersive airport pop-ups for the launch of the Perpetual Collection.

Motion-sensors capture people’s movements as they make their way through the space.

Motion-sensors capture people’s movements as they make their way through the space, which are projected in waves of colour onto a digital screen.

As such, each visitor contributes to an original piece of constantly evolving art.

The creative concept illustrates the Solera Vat process by which the whisky is made.

For this, the whiskies are in perpetual motion within Vats that have never been emptied.

Each successive Vat fill is like a ‘new generation of whisky building on the past, ever increasing in character, dimension and complexity’, says the company.

Glenfiddich immersive airport pop-ups for the launch of the Perpetual Collection.

A personalised gifting service allows the consumer to record or write a memorable message to be added to their chosen bottle via a QR code.

Travellers can take part in a tasting ritual at the bar, guided by a brand ambassador, and be matched with their favourite expression.

There’s also a personalised gifting service that allows the consumer to record or write a memorable message to be added to their chosen bottle via a QR code.

Vat 01 (ABV 40%) is elegant and smooth, with sweet and spicy notes and hints of vanilla and oak; Vat 02 (ABV 43%) is mellow yet complex, with hints of rich fruit and subtle spice; Vat 03 (ABV 50.2% – non-chill filtered) is a full-bodied whisky that combines notes of spice with hints of nutty marzipan and dark sherry oak; and VAT 04 (ABV 47.8% – non-chill filtered) is warming and refined delivering a deep, rich aroma of robust oak, ripe orchard fruit and baked apple.

The Glenfiddich Time Reimagined Collection of aged and exclusive single malt whiskies.

The Glenfiddich Time Reimagined Collection of aged and exclusive single malt whiskies.

Earlier this month, Glenfiddich also announced the launch of the Time Reimagined Collection of aged and exclusive single malt whiskies.

The line-up of ‘exceptionally rare’ single malt 50, 40 and 30 Year Old whiskies are said to ‘capture a moment in time’ and exude Glenfiddich’s signature distillery style.

The whiskies have matured over decades at the distillery in in Speyside, Scotland, developing a distinctive richness and depth of flavour in the process.

The rarest within the collection is the 50 Year Old; a portrayal of Simultaneous Time (exploring the parallel and complex conditions and effects that have influenced the liquid).

The 40 Year Old represents Cumulative Time (drawing attention to the layers of accumulated flavour) and the
30 Year Old speaks of Suspended Time (the moment when the Malt Master suspends the development of the whisky).

“In whisky production, we often talk about the role of Malt Masters and it is our responsibility to find the delicate balance between the taste of the whisky and the intensity of the oak cask,” said Brian Kinsman, Glenfiddich Malt Master.

“But we don’t always acknowledge how each cask, each bottle, is absolutely unique because of the time it has spent maturing.

“Both nature and time play huge roles in making whisky taste like it does and Glenfiddich’s Time Reimagined pays homage to this process and the exquisite liquid it helps to create.”

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