Laphroaig Scotch Whisky: Global Travel Retail
ART DIRECTION, EXPERIENCE DESIGN, RETAIL SPACE DESIGN
The ask was to bring Laphroaig to the Global Travel Retail space. This space needed to: visually fit into the established brand identity, educate consumers on Laphroaig’s unique taste, and convert to purchase.
We created an immersive brand experience designed to connect travelers to Laphroaig’s heritage and homeplace. Multi-sensory experiences and replicas of the elements bring to life peat, salt and fire in unexpected ways, each a kind of discovery in itself.
The space sparks a curiosity and adventurous spirit that’s sure to live on beyond the airport. Here, travelers certainly won't forget their first Laphroaig.
Creative Director: April Quealy
Associate Creative Director: Bruce Forbes
Art Director, Designer: Mayra Negrete
Copywriter: Andrew Ciaccio
3D Artist: David Turfitt
LARGE CONCEPT
The Experience
An immersive space that takes travelers to Islay through multi-sensory experiences.
A hands-on “peat cutting” experience
A replica kiln includes digital fire, peat smoke atomizer and a jar of barley to bring to life our cold smoke process
A replica Warehouse No 1 wall with audio/video of the Atlantic coast and a jar of sea salt to bring the salinity story to life
A sample of Laphroaig Four Oak to taste why you won't forget your first Laphroaig
MEDIUM AND SMALL CONCEPT
The experience converted to a smaller scale still keeps the core consumer journey elements intact.