The Experience at Johnnie Walker Princes Street in Edinburgh, Scotland

During August, visitors to Johnnie Walker Princes Street in Edinburgh will be immersed in an experience where they are invited to co-design their very own unique bottle of Johnnie Walker Blue Label. In collaboration with Scottish artist Scott Naismith, the experience begins with visitors answering a few simple prompts to compose AI generated artwork with various colors, locations, artistic styles, and times of day. The result is a one-of-a-kind piece of artwork printed directly onto the bottle in a matter of minutes and is believed to be the first ever to combine world-class Scotch whisky, art, and AI.

The ‘Project Halo’ Partnership Is a Commitment to Innovation

Championed by Diageo, ‘Project Halo’ was engineered by an industry-leading team of experts, including Phantom, Amazon AWS, GMG, Roland DG, and Hybrid Software. Their collective mission of this project is to propel brands to success by pioneering cutting-edge technology with personalized consumer experiences.

At Johnnie Walker Princes Street, visitors are invited to explore the world of direct and variable on-site bottle printing hands-on. The unique and innovative integration with AI technology molds a special connection between the brand and the consumer, aiming to reinforce brand recogniton and loyalty.

Igor Vandromme, Brand Manager at Hybrid Software, shares: “Our CLOUDFLOW enterprise software plays a crucial role in powering an automation workflow with many moving parts, including spontaneous consumer decision-making, resulting not only in seasonal and variable data printing but now in AI-driven artwork printing. It is a revolutionary step in the future of highly personalized consumer experiences of brands, and we are excited to be a part of it.”

Consumers can book the Johnnie Walker x Scott Naismith experience (£240) here.