The all-out
Web3 experience
HEADLINED BY JAMES REID PERFECTLY
CAPTURED THE BRAND'S ENERGY AND CREATIVE ETHOS.
Johnnie Walker's
"Walk Beyond in the Metaverse" concert, in partnership with Hypebeast,
launched on June 9 and was attended by select VIP guests who looked to take their love of music into the interactive digital world. Filipino-Australian singer-songwriter James Reid headlined the event that also had DJ Hyo – Hyoyeon of Girls' Generation (SNSD) fame – as the special music guest.
Once attendees had on their VR headsets, they were able to freely explore the various environments Johnnie Walker and Hypebeast had designed to match the JW brand ethos. Participants also had the chance to select their avatars – these virtual characters were outfitted in various futuristic wears designed by the Hypebeast team. Fashion items such as oversized puffer jackets, utility vests, bodysuits, moto jackets and other virtual wearables bearing Johnnie Walker and Hypebeast branding were available for customization.
"Walk Beyond in the Metaverse"
had all the premium elements that reflected Johnnie Walker’s brand language, from the gold-dripped walls, futuristic light fixtures, down to the elegant steel-like structures. All the design attributes were created alongside Hypebeast – there were various JW and Hypebeast signage at different stages of the concert, as well as floating items and abstract objects flying across the space.
In the main lobby, guests were introduced to a room that had a premium bar aesthetic. Curved archways and copper metallic structures elevated the environment. Modern, strip lighting also illuminated the space for a luxurious touch.
01. Main Lobby Design
02. DJ Hyo Performance
As participants anticipated James Reid’s arrival, guests could make their way to the DJ room that featured DJ Hyo playing some energetic music. Here, the room’s elements were given a more dynamic touch with lighting that supported the songs played by DJ Hyo. The scene was much more futuristic but the minimalist stage gave contrast to the neon lighting and flying particle effects that surrounded everyone.
03. Recap Video
As James Reid was finally introduced, the setting dramatically changed – walls and platforms appeared as tall golden curtains dominated the space. Floating reflective spheres, in addition to the “Keep Walking” slogan signs and Hypebeast banners also made their way into the fold.
With the concert in full swing, the next chapter of the concert fully utilized the animated walls that encompassed everyone 360. Wavy, abstract Hypebeast and Johnnie Walker Logos shape-shifted to the sounds of James Reid’s music. This portion would also set up the grand reveal of "Walk Beyond in the Metaverse" which was the environment's dome opening.
Prior to the virtual outdoor experience, light was reduced which gave more focus to James Reid, creating a deeper connection between audience and artist. Ambitious and wonderfully abstract, gold liquid smoke eventually enveloped the space, creating depth and interactivity amongst participants. With the dome slightly opening, light touched James Reid to engage the audience even further.
The pièce de résistance of Johnnie Walker's "Walk Beyond in the Metaverse" concert was the fully opened dome. In this open environment, desert dunes can be seen in the horizon for a dreamlike touch. Fully sensorial and surreal, James Reid’s performance was elevated with more abstract liquids dancing in tune with his performance. Johnnie Walker’s giant striding man was present for all to see as well, symbolizing the future of technology, creativity and community for the brand.
“Walk Beyond in the Metaverse” was a historic moment for Johnnie Walker. It all tied together the spirit house’s “Walk Beyond” campaign which champions creativity in all forms by people from all walks of life. This Web3 concert was just the beginning for the brand which has more technologically-focused activations in store for its growing global audience.
Head to your nearest Johnnie Walker stockists to experience the bold and rich flavor of Johnnie Walker.
For more info and updates, like and follow the Johnnie Walker Facebook and Instagram accounts.
DISCLAIMER:
Drink responsibly.
Visit the DrinkIQ.com site to learn more about alcohol facts.
Johnnie Walker and Hypebeast’s
"Walk Beyond in the Metaverse" Concert Had Gold-Dripped Scenes, Expressive Light Shows and Fun Interactive Elements for All
04. AR Filter
Johnnie Walker also developed an AR function for "Walk Beyond in the Metaverse.” Through the use of a smartphone, participants could access a special AR filter where viewers could experience the performances in the palm of their hands.
