2017 Milan Design Week: Tom Dixon‘s capsule collection for Johnnie Walker Blue Label
Acclaimed British designer Tom Dixon OBE has created The Johnnie Walker Blue Label Capsule Series previewed at the Teatro Manzoni theatre as part of Dixon’s exhibition at 2017 Milan Design Week. This is the second year that the two pioneers of craft and luxury have partnered at Milan Design Week, following a collaboration in 2016 that saw Dixon create a one-of-a-kind Johnnie Walker Blue Label bottle art installation.
The exclusive Johnnie Walker Blue Label Capsule Series by Tom Dixon encompasses a bespoke bottle design, ice bucket, coaster and bottle cap. The copper accents in the Limited Edition Design are characteristic of Dixon’s contemporary designs and are also a deliberate nod to the art of whisky-making, the copper theme evoking the pot stills used during whisky distillation.
“The parallels between Johnnie Walker Master Blender Jim Beveridge and a designer might seem tenuous but when you think of it in terms of taking excellent raw materials and using patience and experimentation to extract a product with real resonance, then you can start to see the similarities,” said Tom Dixon.
“I also believe it is important not to remain static – like the Striding Man logo – with all its historic references it still looks contemporary and represents progressing forward and looking to the future. The copper stills, the oak barrels, the supreme expertise needed to produce a classic product – this was all instrumental to my thinking.”
As part of this year’s collaboration, Johnnie Walker also hosted mentoring sessions at Teatro Manzoni. Global Brand Ambassador Tom Jones walked VIPs through the diverse flavours that define the Scotch Whisky and guests will be invited to enjoy a Johnnie Walker cocktail serve at the bar.
The Johnnie Walker Blue Label Capsule Series by Tom Dixon will be available to purchase from October 2017 (from GBP £180.).