The Winter Show

CHALLENGE:

The Winter Show is the country's leading art and design fair, a place where collectors, curators, and tastemakers come to discover the extraordinary. As the show's exclusive spirits partner, Diageo needed to create an experience that felt at home among the art while offering something no other booth could.

INSIGHT:

An art fair feeds the eyes. But in a space where every booth is competing visually, the way to stand out is through the senses no one else is engaging: taste, smell, touch.

IDEA:

We framed Diageo's Special Release collection around a single question: "What If..."

Guests stepped through a portal into an intimate, enclosed space where each bottle sat under a cloche, displayed like an artwork. Each was accompanied by the question that inspired its blend, like: "What if a whisky could rival an Aperitivo?"

A light-up map of Scotland connected each expression to its origins, while brand ambassadors guided tastings that treated the whisky's finishing process the way the rest of the fair treats artistic technique.

In a fair built for browsing, guests lingered to explore, taste, and stay awhile.

RESULTS:

• 204M earned media impressions

• 102K+ earned social impressions

• 26.5K total Winter Show attendees (27% YOY growth)

• 2.5K+ Special Releases whisky samples poured

• 1,150+ guests engaged at the booth