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Haig Club Activation
Haig Club Activation
Miami, FL, United States
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Haig Club Activation
Miami, FL, United States
Bloommiami was approached by Diageo to design and produce a high-end activation for Haig Club at the Miami International Airport. The resulting pop-up functioned solely as a brand awareness and education point, strategically placed in the airport rotunda, an area all passengers stroll through on the way to their gates. The activation was created to raise brand awareness, promote sales, and offer tastings to passing travelers. An elegant, sophisticated environment invited curious travelers in, as brand ambassadors served samples and informed visitors of the history and pairings of the exclusive single grain scotch whiskey. As no sales were made at the pop-up, the relaxed atmosphere invited consumers to learn and enjoy before continuing on their way.
Shipped in pieces and assembled on site at the Miami International Airport, the activation included a variety of materials such as burnished copper, grey wood paneling with molding, blue diamond pattern wood, milled diamond pattern vinyl tile & dark stained wood flooring. Measuring nearly 19’ by 16’, the space invited passersby to venture in and sit at the copper-topped bar as they sipped a tasting and experienced the Haig Club lifestyle. Behind the bar, a beautiful 7’ wall display featured backlit bottles, highlighting the brand’s chic color and shape, as framed drink recipes and storytelling elements adorned the opposite wall. The space included two 56” video monitors showcasing the sensational lives of the brand’s spokesman, David Beckham, and friends. The outer walls of the installation featured backlit images printed on pulled fabric as large as 6’ by 8.5’. The airport rotunda's columns and upper levels also advertised Haig Club in larger-than-life graphic banners, completely surrounding the installation and immersing travelers in the Haig Club brand.
Shipped in pieces and assembled on site at the Miami International Airport, the activation included a variety of materials such as burnished copper, grey wood paneling with molding, blue diamond pattern wood, milled diamond pattern vinyl tile & dark stained wood flooring. Measuring nearly 19’ by 16’, the space invited passersby to venture in and sit at the copper-topped bar as they sipped a tasting and experienced the Haig Club lifestyle. Behind the bar, a beautiful 7’ wall display featured backlit bottles, highlighting the brand’s chic color and shape, as framed drink recipes and storytelling elements adorned the opposite wall. The space included two 56” video monitors showcasing the sensational lives of the brand’s spokesman, David Beckham, and friends. The outer walls of the installation featured backlit images printed on pulled fabric as large as 6’ by 8.5’. The airport rotunda's columns and upper levels also advertised Haig Club in larger-than-life graphic banners, completely surrounding the installation and immersing travelers in the Haig Club brand.
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