Johnnie Walker, the world’s No. 1 Scotch Whisky maker, has collaborated with skiwear and lifestyle brand Perfect Moment to create the Johnnie Walker Blue Label Ice Chalet experience at Selfridges London, which runs until 3 November.
Nick Knight’s SHOWstudio oversaw the project and to mark the occasion has produced a film featuring some of fashion’s most exciting female design talent – Martine Rose, Nensi Dojaka and Tolu Coker – in which they discuss the future of luxury. They were chosen as they challenge the idea of luxury and offer a fresh perspective on the fashion world.
The three designers also appear in digital artworks, that blend cutting-edge artistry and technology, for “Moment Maker” an immersive SHOWstudio installation at the Ice Chalet, which is open to the public. Shoppers can also buy the new Johnnie Walker X Perfect Moment Capsule Collection, featuring bombers, parkas, sweaters, pants, beanies, and mittens, while at the Ice Chalet. They can also sample a rare new blend crafted by Master Blender Emma Walker, along with a bottle and bag designed by Perfect Moment.
The Moment Maker experience takes users on a journey through three distinct scenes, each connecting to different elements of Blue Label Ice Chalet: the design created by Perfect Moment; the blending process of the liquid; and one of Priyanka Chopra Jonas’s Perfect Moment’s favourite ski locations, Gstaad.
Martine Rose
The three artworks are…
- Ice Dancer invites users to imitate to dance among snow-like particles generated by their movements. This scene features the houndstooth print, connecting to the custom bag and the Perfect Moment collection.
- Alpine Crystal offers a playful, abstract experience, encouraging users to move freely and experiment. As you move, a seasonal forest scene emerges, reflecting the tasting notes of the blend.
- Après Blue invites users to move across the screen, revealing a Gstaad-inspired mountain that transitions from blue hour to sunset tones. Your movement, whether high or low, sets the scene, allowing you to create your own “perfect moment” for the final display.
After the immersive two-minute journey, guests will receive their own digital postcard.
Daniel Brown, Head of Interaction at SHOWstudio said: “We wanted to create an experience where luxury meets personal expression. With motion-activated digital effects, the installation responds to your movements, turning every gesture into a visual story. Whether you’re dancing through the snow or moving through alpine landscapes, you’re not just watching—you’re creating. It’s great to be able to continue our relationship with Johnnie Walker Blue Label, a true leader in luxury. Just as they push the boundaries of whisky blending, we’re excited to explore how technology can adapt the creative process in similar ways.”
Nensi Dojaka
Jane Gottschalk, Co-Founder & Creative Director of Perfect Moment, added: “Our two brands have the perfect opportunity to come together and create a ‘Moment’ with Johnnie Walker Blue Label Ice Chalet. Life is a series of moments—it’s not about striving for perfection, but about being cognisant of moments that are made perfect when they happen. It’s about capturing them as snapshots of life. In this case, it’s an Après Ski moment—friends coming together to celebrate freedom of the slopes, the beauty of nature, and the joy of togetherness and these moments feel even more poignant in the current climate.”
Tolu Coker
Larissa Fortunato, Head of Johnnie Walker commented:“We’re excited to bring the immersive world of Blue Label Ice Chalet to Selfridges, allowing consumers to connect with it in a way that’s personal to them. This collaboration demonstrates that, as a brand, we’re not just creating a product; we’re curating an experience. The Ice Chalet space at Selfridges and SHOWstudio ‘Moment Maker’ capture the essence of what we stand for—progress and innovation in the luxury space—and encapsulates our relationships with Perfect Moment, Priyanka Chopra Jonas, SHOWstudio, and designers Martine Rose, Nensi Dojaka, and Tolu Coker. It goes beyond the traditional, inviting guests to explore the unexpected intersections of taste, fashion, and immersive art.”
To find out more about the Johnnie Walker Blue Label & Perfect Moment Ice Chalet space at Selfridges visit: www.SHOWstudio.com/Projects/IceChalet
