WEPURPLE was tasked with strengthening brand visibility for The Glenrothes 40 Year Old among discerning drinkers across Asia Pacific. Integrated into a Tom Dixon store, our creativity broke free from the confines of the whisky world to connect more meaningfully with HNWI. Inspired by a high jewelry counter, our retail concept ‘The Coveted Icon’ positioned The Glenrothes 40 Year Old as a piece of art that cultural adventurers would want to own. The jewelry experience was supported by an immersive photo opportunity, interactive product discovery display and ‘untraditional’ tasting ritual.