Brands do this all the time. Collaborate with a fellow renowned brand or commission a notable person of interest. Nonetheless, if the brief here is not so much novelty but an apt fit for the occasion: Johnnie Walker clearly understood the assignment.
When you see the work of Taiwanese-American artist James Jean, you can’t think of a better mind to conceptualise what the Year of the Dragon could look like as a Blue Label skin. The vibrant, sinewy, yet altogether modern aesthetic wraps around the bottle in a playful, textural imprint.
According to Jean, the natural motifs prevalent in his work takes on the form of flowers and organic tendrils. These floral traits evoke the idea of roots; a connection. These are the bridges between respect for the past and looking ahead to the future with hope.
Plus, the most powerful creature in the Chinese Zodiac and the highest-grade whisky in the JW collection? Insert Epic Handshake meme. If you're familiar with the Blue Label, you'd know that the blend is made from unparalleled—a term not lightly used here—Johnnie Walker reserves of Scotch maturation.
Chiefly because only one in 10,000 make the cut. It's selected from 10 million casks; of which some irreplaceable ones are sourced from long-closed ‘ghost’ distilleries (Cambus, Pittyvaich, Brora, Port Ellen, for the whisky experts among you). A 12-strong blending team infuses these rarities from across all four regions of Scotland, and it’s these very complexities that the visual artist was inspired to interpret.
“There are hidden elements in the picture as well—layers to be discovered, just like the layers in this incredible whisky,” he says, “I want the viewer to peel back the layers and discover more about the image. I want my work to function from far away but reveal more details the more closely you explore the imagery.”
Now where better to witness it up close than in Depth of Blue Room. The brand’s first flagship bar in Southeast Asia sits at the Park Hyatt Bangkok penthouse. It enhances the launch experience with a multi-sensory tasting complete with dedicated cocktails, an immersive room and scented touches. It presented a truly extravagant, thematic dive into what makes Blue Label a big deal.
It’s far from the first time a brand has pulled out all the stops. But such a celebration is certainly a worthy altar for a release as limited edition as this.
Johnnie Walker Blue Label (James Jean edition) is out now.
