USA. Glenfiddich’s immersive Perpetual Collection immersive pop-up concept has made its US debut at Miami International Airport. The William Grant & Sons-owned brand has partnered with Duty Free Americas (DFA) and JCDecaux North America for an airport-wide immersive campaign.
The experience – created to showcase Glenfiddich’s new travel retail-exclusive Perpetual Collection – is situated in Miami North Terminal, Concourse D, next to Gates D37/38. It runs at the airport from 8 December to 5 January.
The activation is being complemented by in-store activations across DFA’s 12 airport stores. In addition, a digital campaign across all North, Central, and South terminal screens (with JCDecaux North America) aims to maximise awareness and visibility at all points of the passenger journey.
“We are excited to launch the new Glenfiddich travel retail-exclusive collection in our stores at Miami Airport,” noted DFA Vice President Spirits & Wine Jonathan Bonchick. “It’s a pleasure to collaborate with global brand partners such as William Grant & Sons to tailor our travel retail offer to our customers’ evolving tastes and preferences.”
The Perpetual Collection began its global travel retail roll-out in August 2022. It features four single malt whiskies, each matured within vats that have never been emptied, which continuous layers to the flavours.
Described as the single malt brand’s “biggest launch in global travel retail in the last decade”, the Perpetual Collection comprises four striking expressions (Vat 01, 02, 03 and 04), which aim to underline Glenfiddich’s reputation as ‘the whisky that never sits still’.
The first Perpetual Collection immersive pop-up took place in Singapore Changi Airport Terminal 1 Departures, in association with Lotte Duty Free, from 27 September to 31 October, attracting 3,500 visitors,. This was followed by a second pop-up installation at Amsterdam Schiphol Airport, from 1-31 October.
The Miami pop-up was timed to offer travellers a discovery experience during the busy holiday period. Each guest that enters the space has their movements captured by motion-sensors and projected in waves of colour onto a digital screen. This creates a unique piece of evolving generative art that references the pioneering Solera Vat process by which the whisky is made.
Guided by a Brand Ambassador, pop-up visitors are then invited to sample the four distinctive Glenfiddich Perpetual Collection expressions. A personalised gifting service allows travellers to customise their chosen bottle with a written or recorded message that is added via QR code – suitable for those seeking an extra-special Christmas gift.
“We have been thrilled by the reception to our Perpetual Collection pop-up at Miami International,” noted Lindsay Hitzeroth, Head of Customer Marketing Global Travel Retail at William Grant & Sons. “Immersive, experiential launches like this appeal to both existing customers and new drinkers, and illustrate our strategy of investing in activations that offer premium, exclusive products in an attractive and engaging way.”
She added: “The Glenfiddich Perpetual Collection is a range of whiskies in perpetual motion, that never sits still – just like our commitment to creating unique shopping experiences for travellers in collaboration with our valued retail partners. The next locations for this pioneering pop-up concept will be Hainan and Dubai, both of which are scheduled to go live during Q1 2023.”
