Glenfiddich rewrite the rulebook with experimental Showcase execution


Glenfiddich, JCDecaux, Posterscope and Vizeum have rewritten the rulebook with a JCDecauxINNOVATE Showcase that pushes the boundaries of the format to launch Glenfiddich’s new ‘Experimental Series’ of single malt whisky.

To celebrate the new range of ground-breaking single malts, the INNOVATE execution brings together 3 unique Showcase formats including a Snowdome, Bubble Showcase and an Infinity Mirror, with each format showcasing a different whisky flavour. 



The bubbling beer Showcase features Glenfiddich’s IPA Experiment, the first ever single malt Scotch whisky to be finished in craft IPA casks. The Snowdome execution, complete with floating snowflakes, evokes the freezing vineyards of the renowned Peller Estates winery in Canada that inspired the new Winter Storm single malt, and the Infinity Mirror panel celebrates the new Project XX Single Malt, created by 20 whisky experts who selected flavour expression of their choosing from the thousands of stacked casks. 



Installed in Melbourne’s Southern Cross Station and Sydney’s George Street and Darling Harbour until Monday 27 August, the Showcase panels are bringing the story of Glenfiddich’s ‘Experimental Series’ to the streets.