Brief: building premium brand
Leader in travel retail By 2015, Asia-Pacific air value sales will increase over 50% to over USD $200 billion, reaching similar levels with North America and Europe. With this said, Johnnie Walker looks to SSX to create a shopping experience that can elevate the brand image in the Greater China and South East Asian travel retail space.

In terms of gifting in asia, the appreciation of Johnnie Walker Black Label's rarity and perfection needs to be extended to the beneficiary, generating cycles of demand for jwbl as the most desirable gifting brand.

Spring boarding from a proposition of “share the rare moments of perfection”. The idea is creating a space that simulates a first class cabin. Within this space, customers are surrounded by educational displays that promotes the art of giving.
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