To celebrate the return of the Ryder Cup to Gleneagles for the first time in nearly 100 years, Johnnie Walker asked LOVE to design an experience that was playful, but also in keeping with the luxury credentials of the brand.
Our answer was an interactive exhibition that combined Johnnie Walker’s rich brand stories with a round of miniature golf.
The round and the story began at the grocery store of John Walker & Sons, opened in 1820 about 65 miles from Gleneagles. This was a multisensory experience, where players could smell the aromatic herbs, spices, oils and teas the Walkers imported. Copper and oak were used to evoke the materials used in the shop and in the craft of whisky-making.
Hole Two explained how by 1920, the Johnnie Walker brand had gone truly global and could be found in 120 countries. At this point, golfers played around a 2.5m diameter hot air balloon, with balloons suspended above the hole chronicling the journey both the sport and brand took around the world.
Hole Three told the story of Johnnie Walker in the USA and how the distinctive square bottle was designed to ensure Scotland’s finest blended whisky arrived in perfect condition after its trans-Atlantic crossing.
The final hole also related the history behind the brand’s now famous Striding Man logo, and the brand’s progressive message: Keep Walking.
The Johnnie Walker Experience proves that luxury can be playful, eccentric and bold. By being so, we captured people’s attentions – within 24 hours of opening the online booking it was sold out – and told the brand story in a way that judging by the reaction created a sense of wonder and interest.
Rulebook, scorecard and guide to the story of the brand, the course guide meant players took away with them a memento of the experience.
These playing cards, devised and illustrated by LOVE, were used as give-aways for selected guests, and throughout the course’s hospitality areas.
We considered every detail to give players a premium experience they would never forget – from the build materials to the premium finish on the packaging of our VIP invitation.
These life-sized Striding men were positioned at the entrance to the public bar, and strode across social media for the whole of the competition.