The world of MHD Moët Hennessy Diageo, leading portfolio of luxury champagnes, wines and spirits brands.
Running at K11 MUSEA, “The Singleton Gallery” pop-up employedInstagrammable art installations and digital interactive experiences, which inspired whisky aficionados to discover the unexplored. At the end of the journey, visitors were able to delight in a dram of The Singleton of Glen Ord 12 year old whisky.
We created this interactive experience to offer a fresh perspective for the whisky category, attracting lovers of the spirit and garnering strong media coverage and exposure. The truly 360-degree experience was a first-of-its kind, and built moments for visitors to remember. Accompanying PR, digital and social media strategies further developed the exposure, along with our training of gallery staff to act as brand ambassadors and tour guides to educate guests.
The pop-up created unprecedented influence generated from media and influencers who attended the event. Following this, the general Hong Kong public could never look at whisky in the same way again, sparking a new passion for the new generation.