Mobile experiential Pop-up marketing extravaganza
"The Academy of Whisky is mobile so it can be set up in any major city in the world, a global initiative to take Dewar's whisky experience around the world" AS Chew Bacardi-Martini Malaysia
  • When Bacardi Global Brands posed the challenge of how to raise the profile of their premium Dewar’s Scotch whisky, the answer came through developing a ‘blue ocean’ strategy. Initially focusing on the emerging markets of Asia, dominated by Johnny Walker and Chivas Regal, I helped put together an international team of affiliates, together creating an experiential marketing extravaganza.
  • My role: designer and co-producer for a series of pop-up venues deployed in major cities around the world. Creating and producing a mobile Dewar’s whisky world with which to ‘trick out’ a found venue, open it for one month in each city, then travel it to the next. Promoting Dewar’s whisky Master Classes and education during the day, and special events, charity benefits, parties and concerts in the evening. Simultaneous events in Asia, Europe and the US. meant an initial construction of three rigs.
    This was an amazing experience for me, pushing my skill set to new levels, encompassing graphic, industrial, theatre and pop-up design, production, event programming and management, media and PR.
  • 270˚’virtual room’ theatre. Floor to ceiling movies transform the theatre, sweeping the audience from the highlands of Scotland into the distillery of Aberfeldy, from the days of John Dewar senior to global marketing mix of today. Virtual on screen presenters interact with real life presenters. 
  • This video is a mix of work done for the Dewar's Academy plus other experiential marketing ideas that grew from the initial idea. Some brand extension 'satellite' pop-up venues for various f&b brands, as well as exhibition display system concepts. For all 3d rendering I worked with Shaun Vize of devizedigital.com