London Heathrow T2 gets the Jameson Deconstructed Series

Our design for the latest promotional activation for the Jameson Deconstructed Series has launched in the World Duty Free shop in London Heathrow T2.

Wood is an important part of the whiskey making process and so features prominently in the activation. We have taken some of the beautiful illustrations from the brand guidelines and applied these to the wooden arch, which in a busy airport environment provides brand visibility and a disruptive effect. The illustrations have been etched onto the surface of the arch giving the design a dark tone and a handcrafted look. The decorative stepped wooden panels on the arch further reinforce the deconstructed handcrafted look and the copper light fittings are a nod to the copper Pot Stills used in the distillation process.

The Deconstructed Series seeks to create new ways to talk about whiskey and to develop a fresh approach for Jameson, that puts taste at the heart of the conversation. In the traditional world of whiskey, age equals quality and is used as an indicator of premium quality, but from the consumer perspective, age doesn’t give guidance on how the whiskey tastes.