Drew Mills, Marketing Director, DIAGEO Brands
at Central Harbourfront, Marketing Director Drew Mills and the team at Diageo Brands sprang into action. Named The Singleton Sensorium, the oak-paneled structure is designed to suggest an enormous two-hundred-cubic-meter cask. Dismantled, it was loaded into a fortyfoot container and shipped to Hong Kong from the UK. A creative team was dispatched
to Glen Ord Distillery’s home on Scotland’s Black Isle peninsula to shoot an array of 360degree videos of the facility and its environs. And by a stroke of fortuitous timing, Moët Hennessy Diageo Hong Kong managed to secure the city’s first-ever allocation of the brand’s highly anticipated The Singleton of Glen Ord 15 Years Old for the festival. The remarkable result is a multi-sensory
adventure that transports guests to the northern reaches of the Scottish Highlands and grants them behind-the-scenes access to the whisky-making process from barley to cask to bottle. Led in person by the brand’s international ambassador team, the experience is enhanced by 4D elements that include wraparound video projections coordinated with complementary scents, physical props, and, last dance
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