William Grant & Sons has partnered with Dubai Duty Free to create two airport activations at Dubai International Airport, to celebrate the Glenfiddich Time Re:Imagined collection of single malt whiskies.
One installation is running in Departures T3 CB from 2-16 January. The other is live in Departures T3 CA from 2-30 January.
Representing the pinnacle of Glenfiddich’s signature distillery style, the Time Re:Imagined collection comprises the Glenfiddich 50 Year Old, 40 Year Old and 30 Year old – each of which captures a unique moment in time.
Each whisky is presented within a distinctive casing of bespoke artwork, designed to visually deconstruct and bring to life these unique articulations of time.
William Grant creates journey of discovery
The airport activations offer travellers the chance to explore the collection, discover the aromas of each composition, and learn more about the concept behind their liquid and packaging.
The Dubai T3 CB activation incorporates eye-catching ‘fragments of time’ shard sculptures. These mirror the Glenfiddich 50 Year Old packaging, which was designed by artist and architect Manuel Jiménez García, based on fifty years of meteorological data from the distillery.
Each whisky in the collection is highlighted via its own dedicated illuminated showcase. There is also a “liquid storytelling area” with interactive touch-screens, product cards and aroma atomisers that release the scents and key flavour notes of each expression.
Specialist Brand Ambassadors guide visitors through the Time Re:Imagined experience, and help them to select their perfect whisky. Passengers who purchase the Glenfiddich Time Re:Imagined 30 Year Old receive a complimentary ‘time traveller’ giftbox.
In addition to Time Re:Imagined, both Dubai activations also spotlight the full Glenfiddich Perpetual and Grand collections.
“We are excited about this collaboration, which is one of the first activations that we will have in 2024,” noted Dubai Duty Free Senior Vice President of Purchasing Sharon Beecham.
“These two reimagined experiential activations, which showcase Glenfiddich’s signature whiskies, will surely entice our customers; they are a proven testament to our long-standing partnership with William Grant & Sons.”
William Grant & Sons GTR Managing Director David Wilson commented: “This is a collection of exceptional whiskies, designed to encapsulate fleeting moments in time that our luxury travellers can savour and enjoy. We are confident that these immersive, experiential activations will create even more interest in the luxury single malt category, driving commercial success for our retail partners.”
The Time Re:Imagined collection
- 50 Year Old
The Glenfiddich 50 Year Old is the work of three generations of Glenfiddich Malt Masters. The result of a unique maturation in Glenfiddich’s micro-climate and the simultaneous influence of temperature, air pressure and humidity. Impossible to ever replicate.
- 40 Year Old
The Glenfiddich 40 Year Old is a bold, maverick representation of remnant vatting, a pioneering process where the remnants of the previous batch are carried over each time, and married with the casks selected for each subsequent release. Glenfiddich is the only distillery that uses the remnant vatting process, and this accumulation of flavours over time adds complexity to the taste.
- 30 Year Old
The Glenfiddich 30 Year Old depicts the moment when Brian Kinsman, Glenfiddich’s Malt Master, suspends the whisky’s maturation to bottle it, capturing the whisky at the precise moment in time, a perfect expression, preserved for all eternity.