The Johnnie Walker Blue Label Capsule by Tom Dixon Unveils at Milan Design Week 2017


Tom Dixon OBE’s The Johnnie Walker Blue Label Capsule Series will be unveiled at the Milan Design Week 2017, as part of the acclaimed British designer’s exhibition at the annual affair. The stunning series will be previewed at the Teatro Manzoni theatre, and marks the second year that the two pioneers partner for the event, after last year’s one-of-a-kind Johnnie Walker Blue Label bottle art installation, also by Dixon.

This year’s installation stands amongst exhibition pop-ups all over the city across the five-day monumental affair that brings the most significant contemporary designers from all over the world. The fair is currently the largest of its kind in the world, and brings the latest in interior furnishings.

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“The parallels between Johnnie Walker Master Blender Jim Beveridge and a designer might seem tenuous,” said Dixon in a press statement. “But when you think of it in terms of taking excellent raw materials and using patience and experimentation to extract a product with real resonance, then you can start to see the similarities.”

A bespoke bottle design, ice bucket, coaster and bottle cap complete the exclusive collection, with the copper accents in the Limited Edition Design reminiscent of Dixon’s penchant for contemporary designs, whilst expressing the copper themed pot stills used in the process of distilling whisky.

Dixon also believes that like the iconic whisky maker’s Striding Man logo, one should not remain static.

“With all its historic references it still looks contemporary and represents progressing forward and looking to the future,” he explains. “The copper stills, the oak barrels, the supreme expertise needed to produce a classic product – this was all instrumental to my thinking.”

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Likewise, Johnnie Walker Master Blender Jim Beveridge believes that the work he and Dixon does exemplifies an “an urge to create something meaningful” and simply starts with an idea.

“The ‘ideas’ part is easy,” Beveridge explains. “The real challenge is in the trying and the relentless experimentation before, eventually, things begin to come together.”

He adds, “For me, it is our experience and dedication to our craft that make Johnnie Walker Blue Label and Tom Dixon feel like a really natural fit, and Milan Design Week is a great moment to announce this latest collaboration.”

This year’s collaboration also sees Johnnie Walker hosting mentoring sessions at Teatro Manzoni, as Global Brand Ambassador Tom Jones walk VIPs through each diverse flavour OF Scotch Whisky. The session concludes with a special invitation to enjoy a Johnnie Walker cocktail serve at the bar.

The Johnnie Walker Blue Label Capsule Series by Tom Dixon will be available to purchase from October 2017 in selected markets worldwide from S$315.

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