Situation

Johnnie Walker needed a culturally relevant, high-end holiday moment to cut through the most competitive season in luxury. At the same time, Holt Renfrew was reinventing its retail experience through premium, immersive pop-ups. Both brands saw an opportunity to create an elevated, design-forward moment rooted in craftsmanship, exclusivity, and holiday gifting.

Task

Create a bespoke luxury activation that would:

• Position Blue Label as the ultimate holiday gifting icon
• Recruit new, affluent consumers into the brand
• Deliver a fashion-adjacent experience worthy of Holt Renfrew’s flagship
• Drive cultural buzz, foot traffic, and social content during peak gifting season
  
  

Action

I led the team to design, negotiate, and launch the Johnnie Walker Blue Label Ice Chalet  an immersive après-ski–inspired pop-up at Holt Renfrew Bloor Street that featured:

• Exclusive Blue Label Ice Chalet Blend, created with luxury skiwear brand Perfect Moment
• Complimentary, high-touch tasting moments
• Personalized bottle engraving + custom charm adornments
• A luxury alpine environment merging couture ski culture with rare-whisky craftsmanship
• A seamless three-way collaboration across Johnnie Walker, Holt Renfrew, and the LCBO
  
  

Mirroring the essence of Blue Label, the experience was intentionally crafted to feel elevated, refined, and deeply premium, the ideal stage for Holt Renfrew’s discerning clientele. Launching at the height of holiday gifting captured consumers actively seeking memorable, premium experiences.

Results

Brand & Business Impact

• Elevated Blue Label as the hero luxury gifting bottle of the season
• Drove significant traffic and discovery for Holt Renfrew’s flagship
• Strengthened LCBO’s premium credentials through a best-in-class experiential execution
  
  

Cultural Impact

• Became one of Toronto’s most talked-about holiday pop-ups
• Reinforced Johnnie Walker’s leadership in modern, design-forward luxury
• Sparked strong social content and word-of-mouth during the most competitive season of the year