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The designs are inspired by scenes of Dubai and uses AI technology to help create 50,000 unique bottle illustrations.
In line with travel retail shopper demand for personalisation and immersive experiences, these aspects are central to the new campaign, offering the one-of-a-kind unique bottles of Johnnie Walker Black Label exclusively for Dubai Duty Free. Dubai serves as a hub for international travellers from all around the world, making it the ideal city for the launch.
The AI technology is powered by Project Halo, a Diageo Breakthrough Innovation that also allows brands and consumers to co-create personalised label designs and product artwork, such as at the Johnnie Walker Brand home at Princes Street, Edinburgh in 2024. This exclusive launch with Dubai Duty Free is the largest production of digital print designs using Halo technology that Diageo has produced to date.
Diageo Global Travel recently featured Project Halo at the TFWA World Exhibition in Cannes, demonstrating how the technology offers an exciting opportunity for personalised, premium gifting within travel retail.
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