Chivas Regal has unveiled a fresh new look for its flagship blend in the biggest redesign in its 112-year history.
In celebrating Chivas 12’s striking new direction and commitment to inspire the next generation of Scotch drinkers, Chivas is marking this milestone with a creative pop-up that brings together NFT artists, culture-driven communities, creators and neo-entrepreneurs leading the new creator economy.
I Rise, We Rise—the pop-up event dovetails a new Chivas campaign fronted by K-pop sensation LISA that celebrates and elevates the next generation of hustlers who are forging their own paths to success.
The two-week pop-up experience will see a creative takeover of the famed coffee bar, Chye Seng Huat Hardware, in the Jalan Besar district from 6-18 May 2022, with a Chivas Pop-up Cocktail Bar on-site. The event line-up bridges physical and digital experiences and includes new NFT art releases, panel talks, digital gamification experiences to be played in real life, DJ and Dance battles, and Chivas whisky tasting sessions.
From the neon Chivas bottle beacon illuminating the takeover of 150 Tyrwhitt Road, a large-scale Chivas totem 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. Standing at 4.2 metres tall, the Chivas Totem mirrors the new Chivas bottle that has been reshaped and elongated to stand taller and prouder. A redesigned crest shines a light on the beating heart of Chivas – the ‘Luckenbooth’, a symbol embodying the brand's values of ambition, generosity and unapologetic success.
The Chivas Totem features 200 upcycled Chivas bottles, symbolic of the greener credentials that all new Chivas 12 bottles now hold. The new Chivas 12 bottles are sleeker and lighter—saving more than 1,000 tonnes of glass each year; they now use 100% recyclable and environmentally friendly 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.
I Rise, We Rise shines a spotlight on the artists taking their art to the blockchain via NFT (non-fungible tokens). Curated by creative collective CTRL: UNIT, the NFT showcase 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 O$P$, which is accompanied by a separate NFT visual that is a snapshot of the duo’s imagined metaverse.
Guests can also pop by the ‘I Rise, We Rise’ cocktail bar to enjoy event-exclusive cocktails specially concocted by all-female guest bartenders —Desiree Jane from Sago House, Hazel Long from Junior The Pocket Bar, Juan Yijun from No Sleep Club—a nod to Singapore’s trailblazing women bartenders, and inspired by LISA’s dynamic lead as Chivas’ new Asia brand ambassador.
The ‘I Rise, We Rise’ pop-up cocktail bar takes place from 6th to 18th May. All-day drinking from 12 pm-10 pm. Purchase a bottle of Chivas 12 (70cl) - $70, and receive an exclusive LISA postcard.
