Savouring Johnnie Walker Blue Label Whiskey with a Multi-Sensory Experience

Johnnie Walker is playing host to a limited-edition, indulgent experience with their pop-up at Landmark in Hong Kong. Going beyond taste and smell, Johnnie Walker plunges small groups of up to eight attendees into a whisky tasting that they won’t soon forget.

Sprio are giving a Spiro•nod to this luxurious and exclusive event that engages all of attendees’ senses in an ARL (All Real Life) experience that sparks brand community by putting guests at the centre of the brand’s storytelling. Reservations are required if you want spot at the table, and many sessions are already sold out, testifying to the power and appeal of the immersive pop-up.

Participants are welcomed into a multifaceted 360-degree box of LED screens, mirrored flooring, 'ultra-realistic' motion content and sound scaping, where they’re able to interact dynamically through bilateral dialogue, giving them a chance to become a part of the brand’s storytelling.

After passing through an Instagramable 'Tunnel to Paradise' adorned with mirrors and light tubes, attendees assemble in the tasting room with a round table, where the real feast for the senses begins. Surrounded by a constantly changing audio visual LED wall, guests don headphones featuring custom soundscapes to enhance the experience. To enhance the taste and aroma of Blue Label, guests drink from custom Riedel glasses in different shapes to bring out different flavour profiles.

After the tasting, guests can marvel at a few of the rarest bottles of Johnnie Walker on display in a mini museum that invites guests to harken back to previous times and explore the brand’s milestones throughout its history. Each bottle of Blue Label is engraved on-site, offering attendees a time-stamped memory from the exclusive experience.

So, what can you take away from this Spiro•nod?

1. Audiences want total immersion. Throwing up LED screens and pumping in some fog are no longer enough to keep attendees engaged. Use a variety of event tech, integrated into innovative spatial design, so you can invite your audiences to completely sink into your experience. Engaging multiple senses offers your brand more sticking power in your audiences’ minds, post-experience.

2. Sometimes, analogue is key. Though there is a bevy of event tech and constant talk of the metaverse and digital experiences, don’t forget the power that analogue experiences have to grab audience attention. By designing for your audience, you empower them to experience your brand how they choose to engage. By using the power of sound & smell, you help lodge your experience into attendees’ minds, creating deeper and longer-lasting connections. 

Use these takeaways to create your own innovative experience that more deeply connects audiences to each other and your brand - during the activation and long after. We’ll toast to that!