Johnnie Walker

Blue Label Elusive Umami – A Multisensory Journey

Luxury Product Launch,Experiential Marketing,Media & Influencer Engagement

Spirits

Immersive indoor installation with plants and skylight surrounding a whisky bottle.

People staring at a whisky bottle placed at the centre of a table.

Minimalist, Japanese-themed indoor garden with dark atmosphere and blue lighting.

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Introduction

For the highly anticipated launch of Johnnie Walker Blue Label Elusive Umami, Diageo sought to create an immersive and groundbreaking experience engaging top-tier media and Key Opinion Leaders (KOLs). Developed in collaboration with Michelin-starred Chef Kei Kobayashi and Master Blender Emma Walker, this exceptional whisky captures the essence of umami in liquid form.

Bompas & Parr Studio, Diageo’s creative partner, entrusted Chab Agency as the preferred execution partner in France to bring this ambitious vision to life. Under the leadership of Kevin Perrin, Partner at Chab Agency, our team designed a world-class sensorial journey, seamlessly blending Japanese aesthetics, culinary mastery, and cutting-edge experiential design.

Challenges

Translating the elusive concept of umami into a tangible, multisensory experience.

Designing a high-end, immersive environment that speaks to both luxury connoisseurs and industry experts.

Ensuring extensive media exposure and social media engagement to maximize the launch’s impact.

Executing a technically complex installation within a prestigious luxury setting.

We are

Johnnie Walker

Solutions

To bring the umami experience to life, Chab Agency developed a meticulously curated journey engaging all five senses:

A Multisensory Experience

‍Visual & Tactile Storytelling: Guests navigated through different landscapes, including a lush Japanese Niwa garden, an autumn pathway covered in vibrant Momiji leaves, and a breathtaking 60m² indoor Japanese pond with floating lanterns.
‍Sound & Atmosphere Design: A custom soundscape composed by an audio designer ensured each environment had a distinct sonic identity, heightening emotional resonance.
‍Culinary Pairings & Aroma Play: Chef Kei Kobayashi’s brigade of 20 chefs crafted exclusive bites that complemented each sensory stage, reinforcing the depth and complexity of umami.

Bespoke Event Design & Production

‍Venue Transformation: The prestigious 370m² venue at Place Vendôme was reimagined into an intimate, high-end discovery experience, segmented into four thematic zones unfolding like a narrative.
‍Precision Engineering: Advanced scenic design allowed for seamless integration of lighting, architecture, and immersive installations, including an indoor pond reflecting the essence of water in umami.

Global Media & KOL Engagement Strategy

‍Exclusive Invite-Only Format: The Paris launch hosted 80 high-profile VVIPs, including luxury lifestyle media (Forbes, GQ, Vogue) and elite influencers.
‍Strategic Storytelling: The event was crafted to leave guests with a profound appreciation of Johnnie Walker’s craftsmanship and innovation.
‍Influencer-Driven Content Strategy: 338 social media posts generated 22K likes and over 1.2K comments, reaching 4.1 million people globally.

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Results

Impact on Media & Brand Awareness:

113 press articles published, reaching an audience of 1.43 billion worldwide.
Over 10.2 million active reads on launch coverage.
Expansions to Singapore, New York, and Bangkok based on the Paris event’s success.

‍Award-Winning Execution:

Recognized as an industry benchmark in luxury experiential marketing, further cementing Chab’s expertise in crafting immersive brand activations.

Acknowledgement

Why Chab?

At Chab, we redefine luxury experiences through precision storytelling and immersive design. For Johnnie Walker Blue Label Elusive Umami, we transformed an abstract concept into a tangible, multisensory reality—one that captivated global audiences and set a new standard for experiential marketing.

If you’re looking to create an unforgettable brand activation, let’s collaborate to push the boundaries of innovation and engagement