UAE. William Grant & Sons, in partnership with Dubai Duty Free, has introduced two activations at Dubai International Airport to celebrate the Glenfiddich Time Re:Imagined collection.
The family-owned distiller has revealed a Time Re:Imagined installation in Departures Terminal 3 Concourse B, running from 2 to 16 January; while the one in Departures Terminal 3 Concourse A runs from 2 to 30 January.
Glenfiddich Time Re:Imagined collection comprises Glenfiddich 50, 40 and 30 Year Olds. The distiller remarked: “These single malt whiskies have matured over decades, developing richness and depth of flavour.
“Each whisky is presented within a casing with bespoke artwork – designed to visually deconstruct and bring to life these articulations of time.”
The Dubai T3 Concourse B activation incorporates ‘fragments of time’ shard sculptures, mirroring the Glenfiddich 50 Year Old packaging. Designed by artist and architect Manuel Jiménez García, it is based on 50 years of meteorological data from the distillery.
Each whisky is displayed in an illuminated showcase, while aroma atomisers release scents of each expression’s key notes. The immersive space also features interactive touchscreens and product cards.
Passengers who purchase the Glenfiddich 30 Year Old receive a complimentary ‘time traveller’ gift box, which is convenient for travelling and suitable for gifting.
Dubai Duty Free Senior Vice President – Purchasing Sharon Beecham said: “We are excited about this collaboration – it is one of the first activations that we have in 2024.
“These two reimagined experiential activations, which showcase Glenfiddich’s signature whiskies, will surely entice our customers. They are a proven testament to our longstanding partnership with William Grant & Sons.”
William Grant & Sons Managing Director Global Travel Retail David Wilson noted: “This is a collection of exceptional whiskies designed to encapsulate fleeting moments in time that our luxury travellers can savour and enjoy.
“We are confident that immersive, experiential activations (such as this one for Glenfiddich Time Re:Imagined) will create even more interest in the luxury single malt category, driving commercial success for our retail partners.” ✈
