Chivas Regal is launching a creative pop-up event in Singapore to celebrate the fresh new look of its flagship blend, Chivas 12. Titled "I Rise We Rise", the event will bring together NFT artists, culture-driven communities, creators and neo-entrepreneurs.
It will also feature an ad campaign launched last month fronted by K-pop singer and new brand ambassador LISA, as the brand aims to celebrate and inspire a new generation of Chivas customers. The rebrand of Chivas 12 was touted as the biggest redesign in its 112-year history.
The two-week pop-up experience will see a creative takeover of coffee bar Chye Seng Huat Hardware, in the Jalan Besar district from 6 to 18 May 2022, where there will be a Chivas pop-up cocktail bar on-site. In addition to the pop-up bar, there will be both physical and digital experiences for visitors to enjoy, including new NFT art releases, panel talks, digital gamification experiences to be played in real life, DJ and Dance battles, and Chivas whisky tasting sessions.
The pop-up bar will see guest bartenders Desiree Jane from Sago House, Hazel Long from Junior the Pocket Bar, Juan Yijun from No Sleep Club, create exclusive cocktails specially concocted for the event. According to Chivas, the brand also brought in exclusively female bartenders as a nod “to Singapore’s trailblazing women bartenders, and were inspired by LISA’s dynamic lead as Chivas’ first female brand ambassador in Asia.” The ‘I Rise, We Rise’ pop-up cocktail bar will take place from 6 to 18 May.
At Chye Seng Huat Hardware, Chivas will include the Chivas Totem, constructed from 200 upcycled Chivas bottles, which symbolises the greener credentials that all new Chivas 12 bottles now hold, said the brand in a press statement. The new Chivas 12 bottles are also sleeker and lighter, saving more than 1,000 tonnes of glass each year; they now use 100% recyclable and environmentally friendly plastic-free packaging that also uses less energy in the recycling process.
Together, these components will help Chivas attain its 2025 target of 100% recyclable, reusable, compostable or bio-based packaging to substantially reduce Chivas’ CO2 emissions in the future. The Chivas Totem also "signals the rise of a striking new Chivas—blending boldness, modernity and status while flexing the luxury and
distinguished heritage long associated with Chivas Regal," said the brand.
The pop-up event will also shine a spotlight on artists working in the NFT space. The NFT exhibition, titled “Proof of Art” will be curated by creative collective CTRL: UNIT, and features artists employing different art mediums in single and collective visual pieces from MOJOKO and Kristal Melson; a photographic work—achieved by printing a negative multiple times— from Jonathan Liu; 3D surrealistic augmented reality artwork from Aundraj Jude, and an audio NFT music single release, “不跟流行” (anti-trend), from artist duo O$P$, which will be accompanied by a separate NFT visual that is a snapshot of the duo’s imagined metaverse. The exhibition will be run daily at the Jalan Besar site, from 6 to 18 May with free entry.
In conjunction with the exhibition, Chivas will organise a series of talks and panels, led by artists and crypto evangelists active in leading the local NFT scene. The talks cover subjects such as "A crash course to NFTs" and "Getting noticed in the NFT space" by experienced artists, and panel discussions on the value and representation of NFT art and the state and future of the industry. The talks will run on 7 and 14 May, and require registration to join.
On-site experiences include a digital Gashapon game created by TEZAREKT, an NFT gamification community platform for beatboxers co-founded by homeboy beatboxer, Dharni. In addition to this are teamed game hunts for AR hype drops, which will reward participants with Chivas experiences, created in partnership with gamified shopping app KaiKai.
An "8 to Smoke" dance battle will be organised by music and dance collective, Room0416 on 7 May. There will also be a full community DJ line-up in the evenings, including an opening party, served up by party collective, Ice-cream Sundays on 6 May.
On the new Chivas 12, Joni Na, brand manager at Chivas Regal, Pernod Ricard Singapore, says that the brand has taken a bold yet meticulous approach with all aspects of this redesign. Na added, "While our taller, new-look Chivas 12 takes pride of place on-shelf, we are extending the same spirit of boldness to the ‘I Rise, We Rise’ event in Singapore. It brings together creators, artists, and culture communities together in one space while spotlighting NFTs as a ground-breaking new art form, an affirmation of Chivas’ commitment to elevating diverse creative expressions.”
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