Johnnie Walker Creates Symphony in Blue

Sipping on a quality drink goes deeper than the liquid touching your lips. It’s about the occasion; the surroundings and people you are enjoying it with. To celebrate the heritage and craftsmanship of Johnnie Walker Blue Label whisky, a team of producers from production outfit Done + Dusted and founders of flavour-based experience design studio Bompas & Parr, have executed a first-of-its-kind theatrical brand experience with three live shows in London last week, one of which was fronted by actor Jude Law.

Symphony in Blue brought to life by Johnnie Walker Blue Label’s six distinct flavours – fresh, fruity, malty, woody, spicy and smoky – at six different interactive spaces within London’s magnificent Merchant Taylors’ Hall venue and 600 guests – including shots – were treated to a unique odyssey to the centre of a glass.

Law and order

The wondrous experience follows a branded short, The Gentleman’s Wager, in which Law also features alongside Giancarlo Giannini the protagonists place a bet at sea (below). Ahead of last week’s live events, Law took the opportunity to reflect on the film: “It was a really simple and really strong idea that I was approached with and as great collaborators, which is necessary in film, you are open to ideas of how to finesse it and tweak it, and they [the producers] were generous enough to let me have an influence.”

“They then brought on board brilliant people. I mean, at the helm is Jake Scott, who has made some phenomenal promos, commercials and films. It’s nothing too pretentious or too far-fetched. There’s an incredible sense of glamorous style but at the same time a sense of humour, camaraderie and old school charm,” he added.

Crafted by a team led by executive producer Hamish Hamilton, who worked on the London Olympics Opening and Closing Ceremonies, and Russell Thomas, both of Done + Dusted, the latest Symphony in Blue project is a co-collaboration with pioneers Sam Bompas and Harry Parr, the pair behind London’s flavoursome firework display on the Thames to see in 2014.

Last week Done + Dusted put the awesome plans into action with three events across Wednesday and Thursday (two nights and a matinee in between) that welcomed invited audiences with a series of immersive theatre-themed stunts described by Done + Dusted EP Melanie Fletcher as “a revolutionary 360-degree performance experience, providing the groundwork for the next generation of entertainment”.

Feeling Blue

Once at the venue, which was entered through the back door to the kitchens in true Goodfellas style, guests were greeted by barrel boys, chefs and kitchen staff as they prepared newly-imported food and drink supplies behind the scenes for the main event to follow.

In the golden cloisters of the building, guests were then greeted and gracefully chaperoned to a long gold bar inspired by barley fields where delicious Johnnie Walker Champagne Scotchtails were being served. Handed a map of the quarters and told to explore the grounds as they saw fit, invitees were then encouraged to make themselves at home in the impressive surroundings.

In the famed courtyard of Taylors' Hall, an overgrown, moss-covered Whisky Woodland had been erected. Complete with trees, ferns and shrubs with bark underfoot, the space paid homage to the ingredients of Johnnie Walker Blue Label whisky and the environment it matures in up in the Scottish Highlands. The installation of a bar, barrel flame thrower and informative staff added to the illusion.

Next a unique Whisky Weather cloud replicated the wild and unpredictable Scottish climate and outdoor conditions that help the drink become what it is. Handed ponchos to protect their clothes, guests were then directed into a cubicle containing breathable Johnnie Walker Blue Label fumes in what proved to be an overwhelming, yet deeply pleasurable experience.

Cold climate

Continuing the immersive theme, the next space, Into the Blue, played on the fact that just one in 10,000 casks are deemed to have sufficient character to form part of the blend and that it is best appreciated by preparing your palate with ice cold water before sipping.

With a backdrop you’d imagine to be inside a slowly shifting glacier, the space was hosted by global brand ambassador Jonathan Driver and guests were encouraged to enjoy a perfect serve of the spirit after drinking water with 10,000-year old ice dropped in.

The Blending Parlour is where master blender Jim Beveridge invited people to taste limited edition, yet-to-be-released products such as the Johnnie Walker 2014 and 2015 blends before venturing into The Crystal Chamber, a space created to help understand and appreciate the role glassware plays in the enjoyment of spirits.

The Gallery came next, a glamorous yet comfortable and welcoming living room where sketch artists drew guests’ interpretation of the brand’s famous Striding Man logo.

Food for thought

Having gained the most comprehensive insight into the premium brand, its products and heritage, it was time to be seated for The Flavour Symphony and feast in the Great Hall that would feature a six-act spectacle and the premiere of The Flavour Conductor, the world's first working flavour organ providing the musical entertainment.

With each dish carefully designed to complement the key whisky flavours, after the meal, a taste of modern theatre ensued as tables turned to stages and the event came to a culmination with dancers and acts flowing around seated guests.

Of the experience and hosting the final show of the three, Law concluded: “It’s a refreshed version of the Johnnie Walker story with wonderful, mysterious environments. It’s a really sensual and interesting experience. You can drink it up and taste its quality.”

Asked about a possible Gentleman’s Wager sequel, he adds: “The door was left open. There are ideas being thrown around. It’s exciting; the germination excited me at the beginning of this project and it’s a brand that has history and heritage to it and I respect those elements.”

Johnnie Walker Blue Label is to release a film of the experience which you can see on shots soon.