Johnnie Walker

The House of Walker, Johnnie Walker’s annual multi-city flagship event, invites some of the biggest trendsetters, tastemakers, and influencers in their respective cities to interact with the Johnnie Walker brand.

For 2014, we took the house to a whole new level with the Johnnie Walker Tasting Table—a totally immersive multi-sensory tasting experience that brought the true magic, taste, and history of Johnnie Walker to life.

Two 50-ft tables with 12 independent flatscreens created 48 independent tasting stations. Separately, each station allowed its guest to experience Johnnie Walker on an entirely personal, customized level. Together, the stations’ screens acted as a single IMAX-like display to help bring the entire journey to life. And oh what a journey it was.

Guests received unique RFID cards to be placed in a slot by their designated tasting station, in turn illuminating the tables with different animations and stories around the specific whisky they were tasting. Meanwhile, Johnnie Walker’s “Master of Whisky” led guests through a 30-minute tasting showing just how special each whisky was.

And rather than relying on phones to capture every moment, guests could just tap and swipe their display stations to share their tasting journey on social media—all without having to interrupt the entire group experience.