GLENFIDDICH META GALLERY
Creating an immersive space showcasing the Gran Yozakura campaign launch
3D, Metaverse, Web - Apr 2023
The brief: In 2023, Glenfiddich unveiled its 29-year-old limited-edition whisky Grand Yozakura, which references cherry blossoms illuminated at night. Launching in Global Travel Retail (GTR) spaces across APAC, including Taipei, Tokyo, Singapore and Hong Kong, our brief was to drive footfall and raise awareness of this rare liquid.
Our solution: We brokered a partnership with a Japanese digital artist, Fantasista Utamaro, who created incredible live artworks, inspired by fleeting beauty of the Yozakura – cherry blossoms at night. Knowing GTR locations only have limited footfall, we needed to find a way to supercharge the reach of the campaign…
Creative execution: Fantasista Utamaro’s work not only adorned the walls of the GTR locations, but they were also showcased in an immersive, age-gated virtual gallery space in the Metaverse, where guests could explore the work and the campaign assets both through VR headsets at the airport spaces and online. W led all content production from story boarding and shooting the content in New York with the artist, through to the building the immersive gallery space in the Metaverse.
The MetaGallery housed all the campaign assets, accessible through scanning a QR code, clicking a shareable link or actually wearing a VR headset in selected locations. For locations that didn’t have VR headsets, the gallery was accessible via a monitor where guests could freely explore the space.
Within the Grand Yozakura x Fantasista Utamaro gallery, users could view all four pieces of commissioned artwork, two videos and imagery of Fantasista from the Brooklyn shoot as well as English and Japanese plaques around the space telling guests all about the campaign and the significance of the artworks.