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Tom Dixon unveils new Johnnie Walker Blue Label Capsule Series

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Published
04/06/2017 by

Acclaimed British designer Tom Dixon OBE has created The Johnnie Walker Blue Label Capsule Series, which will be previewed at the elegant Teatro Manzoni theatre as part of Dixon’s exhibition at Milan Design Week this week.

Inspired by the rarity, craft and heritage of the luxury Scotch Whisky, the exclusive Johnnie Walker Blue Label Capsule Series by Tom Dixon encompasses a bespoke bottle design, ice bucket, coaster and bottle cap. The copper accents in the Limited Edition Design are characteristic of Dixon’s contemporary designs and are also a deliberate nod to the art of whisky-making, the copper theme evoking the pot stills used during whisky distillation.

Speaking about his collaboration with Johnnie Walker at Milan Design Week, Tom Dixon said: “The parallels between Johnnie Walker Master Blender Jim Beveridge and a designer might seem tenuous but when you think of it in terms of taking excellent raw materials and using patience and experimentation to extract a product with real resonance, then you can start to see the similarities.

“I also believe it is important not to remain static - like the Striding Man logo – with all its historic references it still looks contemporary and represents progressing forward and looking to the future. The copper stills, the oak barrels, the supreme expertise needed to produce a classic product – this was all instrumental to my thinking.”

This is the second year that the two pioneers of craft and luxury have partnered at Milan Design Week, following a collaboration in 2016 that saw Dixon create a one-of-a-kind Johnnie Walker Blue Label bottle art installation.

Johnnie Walker Master Blender Jim Beveridge said: “What Tom and I each do in our work starts with an idea and an urge to create something meaningful. The ‘ideas’ part is easy, the real challenge is in the trying and the relentless experimentation before, eventually, things begin to come together.

“For me, it is our experience and dedication to our craft that make Johnnie Walker Blue Label and Tom Dixon feel like a really natural fit, and Milan Design Week is a great moment to announce this latest collaboration.”

Nearly half a million people descend on Milan every year to experience the latest in interior furnishings at the largest fair of its kind in the world. Exhibitions pop-up all across the city and attendees can spend five days appreciating the work of the world’s most important contemporary designers.

As part of this year’s collaboration, Johnnie Walker is also hosting mentoring sessions at Teatro Manzoni. Global Brand Ambassador Tom Jones will walk VIPs through the diverse flavours that define the Scotch Whisky and guests will be invited to enjoy a Johnnie Walker cocktail serve at the bar.

Johnnie Walker Global Brand Director Guy Escolme said: “Tom’s expertise and artistic vision make him the perfect person to put his mark on this new design for our pinnacle blend. This collaboration expresses the creativity and passion behind two world-famous luxury brands. It will be available to whisky lovers later in the year.”

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