Liquor giant rolls out 3D art in a bottle

Scotch whisky Johnnie Walker Blue Label will showcase contemporary art works through a ‘3D art exhibition in a bottle’ through selected retail outlets around the world.

In a unique exhibition ‘Johnnie Walker Blue Label Gallery’ uses the latest in projection technology and showcases collection of artistic endeavours through Blue Label bottles that stand at almost three metres tall.

The art installation will not be exhibited in established art galleries but instead feature in airports across the globe from Singapore, to London and beyond.

In each of these vibrant cities, Johnnie Walker will collaborate with local game-changing artisans to showcase their interpretation of ‘The Rare Blend’ – a homage to Johnnie Walker Blue Label.

The bottles will be filled with bespoke 3D and CGI graphics created by famous local artists from the host cities, giving the content perspective and depth.

The first port of call is the concourse of Terminal 1 in Singapore Changi Airport starting September 19 until October 31.

johnniebluelabelgallery

Johnnie Walker has commissioned three local leading contemporary artists who embody the unique character of both the rare whisky and the spirit of the Lion City: Priscilla Shunmugam, Alvin Tan and Brandon Tay.

Fashion designer Priscilla Shunmugam tells the story, in CGI video form, the marrying of the stories behind the iconic buildings of Singapore and their structural rigidity and beauty, with the flowing organic patterns from traditional fabrics.


Alvin Tan of Phunk Studio will showcase handcrafted digital typography, breathing life to the game-changing minds of Aristotle and Dr. Livingstone. A visualisation of how words can be shared with a great spirit, Alvin will use paper sculptures as they form and mesmerise as they spiral into a creation representing a blend of voices from different personalities, crossing diverse talents and experiences.

While multimedia artist Brandon Tay examines the beauty within the bottle. He is inspired by the notion of metamorphosis, drawing parallels between its occurrence in nature, its representation in Singapore’s evolution through these 48 years. His piece will blend fauna and flora to create a new unique life form reminiscent of a silk worm spinning the thread for its cocoon.

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