Brief: Create a Glenfiddich Cask Collection range whisky tasting in Global Travel Retail.

Challenge: We wanted to create a bold and unusual activation for GTR but as you would expect, there are a crazy amount of regulations and restrictions that need to be adhereed to. GTR environments also range in size, scope and ambition all over the world – no brand space is ever the same.

Solution: Inspired by the Cask Collection range line, Discover Infinite Layers of Flavour, we created an interactive virtual reality HTC Vive whisky tasting experience called ‘Glenfiddich Virtual Infinity’. With visitors in GTR actively seeking out engaging brand experiences, the tasting allows them time to get under the skin of the range, virtually explore Warehouse 8 in Dufftown and then actively write their own 3D tasting notes in a virtual world. Purple created the HTC Vive tasting in partnership with Wolf In Motion.