A new Johnnie Walker x Scott Naismith collaboration offers guests the chance to co-create a personalised, one-of-a-kind Johnnie Walker Blue Label bottle using a Generative AI-powered experience.
Only available at Johnnie Walker Princes Street in Edinburgh, guests can co-design a personalised bottle of Johnnie Walker Blue Label from 1st until 31st August2024, an activation that's believed to be the first ever to combine world-class Scotch whisky, art, and AI.
The experience will prompt visitors to answer three simple questions that will influence key themes in Scottish artist Scott Naismith's work, ultimately impacting their bottle design. The simple prompts will generate various colours, locations, artistic styles, and times of day, resulting in a unique bottle that will be printed in a matter of minutes.
The experience is powered by 'Project Halo', a Diageo Breakthrough Innovation that allows brands and consumers to co-create personalised label designs/product artwork. The technology, powered by Generative AI, empowers consumers to co-create designs on Diageo products in a way that is bespoke to them and relevant to the worlds they are passionate about.
Will Harvey, Senior Global Innovation Manager at Diageo, added: "This is the first pilot in a wider platform that the Breakthrough Innovation team is exploring, looking at how we can use AI responsibly to enable co-collaboration between fans and artists. Demand for personalisation shows no signs of slowing down, so we're delighted to offer the chance to create one-of-a-kind AI-enabled designs with Scott. With Johnnie Walker Princes Street's previous experience of using AI to enhance customer experiences, it's the perfect place for us to launch this innovative offer to the world."
Find out more here.