A global sensorial journey inspired by whisky’s rarest dimension

Paris & Edinburgh, 2023: Bompas & Parr collaborated with Johnnie Walker and Diageo to craft an immersive global launch for Johnnie Walker Blue Label Elusive Umami — an exceptional whisky shaped by the minds of three-Michelin-starred Chef Kei Kobayashi and Master Blender Emma Walker.

Taking place in two of the world’s cultural capitals, the launch series explored the enigmatic fifth taste through flavour, form and sensory storytelling. Across both Paris and Edinburgh, guests were invited into richly layered worlds where gastronomy, design and elemental narrative converged to decode Umami in its most luxurious form.

Paris: A Symphony of the Senses
Held at an exclusive venue in the heart of Paris, the first event transported VVIPs, media, and tastemakers from Forbes, GQ, and Vogue through a succession of immersive scenes.

Guests wandered through a serene Japanese garden, an autumnal path of momiji leaves, and a floating lantern pond, guided by a bespoke soundscape and paired tastings from Chef Kei’s culinary team. The event redefined experiential dining, culminating in global coverage and over 1.4 billion media impressions.

Edinburgh: Elemental Explorations
At the Johnnie Walker Princes Street Experience, guests embarked on a 45-minute micro dining journey through Earth, Water and Wind. Tablescapes erupted from the centre of each zone, inviting tactile exploration and umami discovery through micro dishes and bespoke cocktails. The experience closed with a whisky-and-caviar pairing led by Global Brand Ambassador Tim Philips Johanssen, grounding the journey in Scottish craft and culinary precision.

Across both cities, the activations delivered a cohesive yet locally inspired interpretation of Umami — rare, resonant, and profoundly sensory. These experiences set a new standard for global luxury launches, expanding the language of flavour and elevating the art of whisky storytelling.