Johnnie Walker Blue Label Unveils Ice Chalet at Selfridges London by Bethany Berkeley

 

Photography by Dave Bennett

 

 

Dear Shaded Viewers,

 

Johnnie Walker Blue Label, the world’s No. 1 Scotch whisky has partnered with luxury skiwear and lifestyle brand, Perfect Moment to create an exclusive Ice Chalet at Selfridges, London. This immersive experience offers tastings of the new limited-edition blend, priority access to the Perfect Moment capsule collection, and bespoke artworks from SHOWstudio’s “Moment Maker” installation.

Fusing together ingenious artistry and cutting-edge technology, “Moment Maker” guides guests through three immersive scenes, culminating in a personalised digital postcard. Partnering with visionary British fashion icons Martine Rose, Nensi Dojaka, and Tolu Coker, Johnnie Walker Blue Label continues to champion pioneering talent and shape the future of luxury, capturing the first editions of the “Moment Maker” artworks in a beautiful short film.

To commemorate the occasion the brands hosted prominent guests from the worlds of fashion, film, and luxury in Selfridges on Tuesday, October 29th. The likes of which included Molly Gallagher, Leomie Anderson, Suzy Menkes, Gareth Pugh, Cora Corré, and Sandy Powell. One highlight of the evening was the SHOWstudio ‘Moment Maker,’ an interactive digital installation. Guests could create their own personalised postcards inspired by Blue Label Ice Chalet and Perfect Moment designs. Elsewhere, bespoke cocktails inspired by the collaboration, coupled with DJ Zara Martin on the decks made the night one to remember.

Open to the public until November 3rd, the Ice Chalet invites you to experience curated tastings of the Blue Label Ice Chalet blend, early access to Perfect Moment’s capsule collection, and an interactive ‘Moment Maker’ by SHOWstudio.

Later,

Bethany

Bethany Berkeley

Bethany is a fashion writer bringing different perspectives to the world of fashion. Beyond trends, she continuously delves into the cultural and social impact of style. Her insightful reviews and interviews are the perfect mix of inspirational and informative.

SHARE