Diageo has opened a pop-up boutique for its flagship
Johnnie Walker Blue Label Scotch whisky in Paris Charles de Gaulle airport’s
departures area. Scents of honey and citrus fruits fill the air of the BuY
Paris Duty Free boutique, while a tasting bar with brand ambassadors guide
travellers on a journey of discovery through Johnnie Walker Blue Label’s
flavours.
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| The Johnnie Walker Blue Label pop-up store at Paris CDG airport |
The first section of the curved, three-sided store features a striking wall of
oak barrels. Presented on each barrel is the story of the rare casks selected
for the whisky. The second wall reflects the craftsmanship that goes into
the product, while the story of the blend’s character is told through a video
animation in a third zone at the centre of the installation. It describes how Blue
Label is produced in limited quantities and is the result of a tradition of
blending expertise that dates back almost two centuries, evoking the character
and flavour of a traditional 19th century blend - 1867 Old Highland Whisky.
Travellers who purchase Blue Label in the boutique can have
the bottle engraved with a personal message, free of charge.
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| A wall inside the store tells the story of Johnnie Walker Blue Label |
Steve White, global marketing director of Diageo Global
Travel and Middle East, said: “This pioneering multi-sensory boutique follows
the success of the outstanding Johnnie Walker Blue Label galleries in London,
Miami and Singapore Changi. Through this launch and the other installations
planned for airports around the globe, we are strengthening our commitment to
innovation in travel retail by delivering a unique luxury shopping experience.”
The pop-up store officially opened for business on April 11 and
will welcome global travellers until May 30.
