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Experience
time Re:Imagined by Glenfiddich in Dubai
Airport this January.
William Grant &
Sons has launched a series of airport
activations at Dubai Airport to
commemorate the Glenfiddich Time
Re:Imagined collection, featuring a
selection of aged and exclusive single
malt whiskies.
Dubai International Airport is set to
host two distinct events: a captivating
installation in Departures T3 CB from
January 2nd to 16th, 2024, and another
in Departures T3 CA from January 2nd to
30th.
Embodied in the epitome of Glenfiddich's
distinctive distillery craftsmanship,
the Time Re:Imagined collection
showcases the Glenfiddich 50 Year Old,
40 Year Old, and 30 Year Old – each
whisky encapsulating a distinct moment
in time. These single malt whiskies have
undergone maturation spanning decades,
evolving to attain their own richness
and profound flavour complexity. Encased
in individual, uniquely crafted artwork,
each whisky is visually deconstructed,
breathing life into these singular
expressions of time.
The installations at Dubai airport
provide travellers with the opportunity
to delve into this extraordinary premium
collection, explore the aromas of each
whisky, and gain insights into the
concept behind both the liquid and
packaging.
The activation at Dubai T3 CB features
captivating shard sculptures
representing 'fragments of time,'
mirroring the design of the Glenfiddich
50 Year Old packaging. This packaging
was artfully crafted by artist and
architect Manuel Jiménez García, drawing
inspiration from fifty years of
meteorological data from the distillery.
Each whisky within the collection is
showcased in its dedicated illuminated
display, inviting exploration through a
liquid storytelling area equipped with
interactive touchscreens, product cards,
and aroma atomizers that release the
distinctive scents corresponding to each
expression's key flavour notes.
Expert Brand Ambassadors will accompany
visitors on the Time Re:Imagined
journey, assisting them in selecting the
ideal whisky. Travellers acquiring the
Glenfiddich 30 Year Old will receive a
complimentary 'time traveller' gift box,
designed for both convenient bottle
transport during travel and as a
thoughtful gift.
In addition to Time Re:Imagined, both
Dubai activations will showcase the
complete Glenfiddich Perpetual and Grand
collections.
"We are excited about this
collaboration, which is one of the first
activations that we will 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 long-standing
partnership with William Grant & Sons"
said Sharon Beecham, Senior Vice
President for Purchasing of Dubai Duty
Free.
David Wilson, Managing Director for
William Grant & Sons GTR, noted that he
and his team were delighted to
collaborate with Dubai Duty Free,
commenting: "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 these immersive,
experiential activations, such as The
Glenfiddich Time reimagined range, will
create even more interest in the luxury
single malt category, driving commercial
success for our retail partners."
If you have no plans to travel via Dubai
airport this month not to worry you will
find expressions of the the Glenfiddich
30, 40 and 50 Year Old whiskies as well
as other rare Glenfiddich drams
available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
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