Abhinav Mishra collaborates with Johnnie Walker, steps into events
Traditional and occasion wear designer Abhinav Mishra has collaborated with spirits brand Johnnie Walker and stepped into the world of lifestyle and event design. Mishra has reinterpreted Johnnie Walker’s ‘Pour of Gold’ campaign and designed a statement bar and whiskey gifting packs.
Johnnie Walker Gold Reserve from the house of Diageo India has been reimagined by Mishra with an exclusively designed bar, a bar trolley, and a gifting pack, Vogue India reported. Mishra applied his signature traditional opulence to Johnnie Walker’s take on celebration and events by designing an entire event in his own style.
“When the opportunity of this exciting association was presented to me, it felt like a very organic and natural collaboration with a wonderful shared ideology,” Mishra told Vogue India. “In 2022, ceremonial occasions took on a new code with intimate, meaningful, and more curated get-togethers to create everlasting memories. As a part of the association, I was very thrilled to curate a bespoke experience that goes beyond what we wear. The whole experiential is inspired by Johnnie Walker Gold Reserve, capturing the essence of celebrations in the finest way.”
The designer will continue to collaborate with Johnnie Walker throughout 2023 and further explore the concept of “celebration design”. With an aim of recapturing the pre-pandemic, larger-than-life approach to celebrations, Mishra plans to capture the imagination of revellers and give shoppers a chance to buy into his couture world.
“I would describe the design language for this collaboration to be extremely celebratory in nature,” said Mishra. “The big plan here with our signature mirror work was to add light to one’s celebration. Therefore the designs throughout all the pieces were meant to either reflect or emulate light.”
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