SINGAPORE. Diageo Global Travel, in partnership with Changi Airport Group and Lotte Duty Free, has launched the Johnnie Walker Blue Label Cities of the Future Singapore pop-up at Changi Airport Terminal 3.
The world premiere, exclusive to Changi activation, is open until 12 May.
The pop-up’s immersive multi-sensory experience, which showcases the limited-edition Future Cities bottles of Blue Label whisky, is aided by LCD back-wall displays. On scanning the near-field communication (NFC) chip on the bottle, travellers can explore a futuristic Singaporean society.
Digital artist Luke Halls collaborated with Johnnie Walker to craft a utopian vision of Singapore in 2220. The ten thematic designs in the collection are inspired by geo engineering, AI empowerment, and technologies that defy physics.
Halls’ illustrations reimagine the future in 2220, with transformed cityscapes and skylines. This vision of 23rd century explores the theme of geoengineered cities, reimagining Singapore as a garden utopia with geodesic domes and organic curvilinear skyscrapers. The constant drive for green energy has led to man-made hydropower waterfalls and ultra-lightweight solar panels which adorn every structure.
Showcased as a still-thriving tourist destination, Singapore is portrayed with abundant green walking paths traversing the city, providing views of the hydro falls and early 21st century architecture. Those looking to get around more quickly can use the electric Mass Rapid Transit System which transitions from subway to raised glass tubes when above ground.
Diageo Global Travel Commercial Director for APAC, MENA and India Sandra Tassilly said: “We’re delighted to see this experience from Johnnie Walker Blue Label launching in Changi, giving an exciting glimpse of the future to travellers in Singapore.”
Lotte Duty Free Singapore Managing Director Soon-Gyu (Jeff) Jeong said: “Johnnie Walker Blue Label Cities of the Future – Singapore Edition is yet another neoteric creation that is highly anticipated by whisky enthusiasts. Lotte is delighted to partner with Diageo to present this exclusive pop-up experience to our shoppers at Changi Airport. We look forward to working closely with Johnnie Walker for more exciting innovations.”
Changi Airport Group Managing Director of Airside Concessions Teo Chew Hoon added: “Changi Airport is pleased to have partnered with Diageo and Lotte to exclusively launch the Johnnie Walker Blue Label Cities of the Future – Singapore Edition.
“Just as the bottle’s design and the pop-up’s experience celebrate a vibrant vision of the future, at Changi Airport we are equally excited by forward-looking innovations that will augment the traveller experience.
“With this novel, immersive experience at the pop-up, we hope visitors will not only be able to bring home a piece of history in the form of Johnnie Walker’s exquisite whiskies, but be inspired by these visions of the future.”
Tassilly remarked: “Our partnership with Changi Airport and Lotte Duty Free has enabled us to connect with luxury shoppers at the airport, offering pre-travel online purchases and a personalised and multi-sensory experience.
“We’ll continue to build on this strong partnership to accelerate the future success of travel retail in Asia Pacific, delivering outstanding service and exclusive gifting for shoppers.” ✈
