Johnnie Walker Blue Label and Porsche Design Studio have launched a range of exceptional gifts for men, including a made-to-order £100,000 (US$156,000) Private Bar.

The Johnnie Walker Blue Label Collection by Porsche Design Studio, comprising four exclusive pieces, began rolling out last month in featured airports including Paris, Moscow, Amsterdam, Johannesburg, Dubai, Singapore, Tokyo, Bangkok, Hong Kong, Auckland, Sydney, Los Angeles and Dallas.

The US$156,000 Private Bar stands on display in the DFS landside store at LAX’s Tom Bradley International Terminal

The Johnnie Walker Blue Label Private Bar, currently showcased in the DFS landside store at Los Angeles International Airport (LAX) Tom Bradley International Terminal (TBIT), is over 2m tall and crafted from brushed stainless steel, natural shagreen leather and Australian lace wood.

Motion sensors open the bar to display a magnum of cask strength Johnnie Walker Blue Label with exterior detailing by Porsche Design Studio, two bottles of Johnnie Walker Blue Label and four branded crystal glasses.

Illuminated and angled surfaces are designed at 24 degrees to match the bottle’s label and highlight the whisky’s “˜perfect serve’. The luxurious bar features a hidden chilled compartment holding a crystal ice bucket, stainless steel tongs, four further branded crystal glasses and a crystal jug of iced water.

The collection includes three other Johnnie Walker Blue Label branded items – the Cube, the Chiller and the Mini Cube. The Johnnie Walker Blue Label Mini Cube, exclusive to travel retail, is designed for those on the move who like to maximise both space and time. Its monogrammed enclosure holds an ice-chiller, stainless steel tongs and two bespoke Blue Label crystal glasses alongside a bottle of the ultra-premium Scotch.

We are very honoured to be selected as the only operator in North America to showcase the Johnnie Walker Blue Label Private Bar
Brooke Supernaw
Director of Merchandise – Spirits

The Cube features the same brushed stainless steel and leatherette materials as used in the Private Bar; an individually numbered bottle of Johnnie Walker Blue Label, ice-chiller, stainless steel tongs and four crystal glasses.

The Chiller holds a single bottle of Blue Label, its engraved case mirroring the angle of the bottle’s label.

Diageo Global Travel & Middle East Marketing Director Steve White described the collection as “the result of a shared vision between two iconic, luxury brands”.

He said: “For travel retail this will be a huge activation in all markets over the coming months and we’re delighted that customers are taking the opportunity to maximise consumer fascination with Johnnie Walker Blue Label. Many key retailers have committed to high profile activations both in and out of store and, at Los Angeles TBIT we’re now showcasing the stunning Private Bar; something that’s attracting attention amongst shoppers.”

Commenting on the LAX activation, DFS Director of Merchandise – Spirits Brooke Supernaw said: “We are very honoured to be selected as the only operator in North America to showcase the Johnnie Walker Blue Label Private Bar. We are very pleased to partner with Diageo on the launch of this exceptional product – we have had an extremely positive reaction from customers.”

Porsche Design Studio Managing Director Roland Heiler said: “The Porsche Design Studio is known for its technical characteristics and we have used these to create pieces that command a special status and are unique.

“A commitment to both modern and classic design principles is evidenced through the material selection and surface treatment, luxurious leatherette and metals. The visible technologies are a mix of traditional and high-tech. These combine to make the objects exceptional and set them apart from any other gift packages.”