Glenfiddich Time Re:Imagined claims centre stage at Dubai International Airport
William Grant & Sons is collaboration with Dubai Duty Free in a series of activations at Dubai International Airport (DXB), featuring the Glenfiddich Time Re:Imagined collection of aged and exclusive single malt whiskies.
DXB is hosting two events: one installation in Departures T3 CB, January 2-16, and one in Departures T3 CA, January 2-30.
Said to represent “the pinnacle of Glenfiddich’s signature distillery style”, the Time Re:Imagined collection includes Glenfiddich 50 Year Old, 40 Year Old and 30 Year old, each of which captures a unique moment in time. The three extraordinary single malt whiskies have matured over decades to develop an unrivalled richness and depth of flavor. Each whisky is presented within a distinctive casing of bespoke artwork, designed to visually deconstruct and bring to life these unique articulations of time.
The installations offer travellers the chance to explore this high-end range, discover the aromas of each composition, and learn more about the concept behind their liquid and packaging.
The Dubai T3 CB activation incorporates eye-catching ‘fragments of time’ shard sculptures, mirroring the Glenfiddich 50 Year Old packaging, which was designed by artist and architect Manuel Jiménez García, based on fifty years of meteorological data from the distillery.
Each whisky in the collection is highlighted via its own dedicated illuminated showcase and explored through a liquid storytelling area with interactive touchscreens, product cards and aroma atomizers that release the scents of each expressions key flavor notes. Specialist Brand Ambassadors will guide visitors through the Time Re:Imagined experience and help them to select their perfect whisky. Those purchasing the Glenfiddich 30 Year Old will receive a complimentary ‘time traveler’ giftbox.
In addition to Time Re:Imagined, both Dubai activations will feature the full Glenfiddich Perpetual and Grand collections.
Sharon Beecham, Senior Vice President for Purchasing of Dubai Duty Free, said, “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.”
David Wilson, Managing Director for William Grant & Sons Global Travel Retail said he and his team were delighted to collaborate with Dubai Duty Free. “This is a collection of exceptional whiskies, designed to encapsulate fleeting moments in time that our luxury travellers can savor and enjoy,” he added. “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.”
Time Re:Imagined, The Collection
- Glenfiddich 50 Year Old is the work of three generations of Glenfiddich Malt Masters, the result of a unique maturation in Glenfiddich’s microclimate and the simultaneous influence of temperature, air pressure and humidity. Impossible to ever replicate.
- 40 Year Old is a bold, maverick representation of remnant vatting, a pioneering process where the remnants of the previous batch are carried over each time and married with the casks selected for each subsequent release. Glenfiddich is the only distillery that uses the remnant vatting process, and this accumulation of flavors over time adds complexity to the taste.
- Glenfiddich 30 Year Old depicts the moment when Brian Kinsman, Glenfiddich’s Malt Master, suspends the whisky’s maturation to bottle it, capturing the whisky at the precise moment in time.
