Chivas Regal unveils a two-week pop-up experience with a creative takeover of Chye Seng Huat Hardware that will celebrate the bold, new look of Chivas 12.
Talk about grabbing any chance to party, now that pandemic restrictions have been eased. Popular blended Scotch whisky brand Chivas Regal will be throwing a two-week party with a pop-up at Chye Seng Huat Hardware, converting the famed coffee bar into a full-on creative party jam.
The ‘I Rise, We Rise’ pop-up will celebrate the new look of Chivas 12, as well as its appointment of LISA as its face in Asia. Chivas Regal earlier this year unveiled a new look for its flagship expression, the first major redesign – complete with a bottle, label, and pack overhaul – in the brand’s 112-year history. It also recently tapped k-pop sensation LISA of BLACKPINK fame for a new marketing campaign in Asia, in order to appeal to a new generation of drinkers in this part of the world.
“Chivas 12 is an iconic signature blend, and we are proud to deliver a redesign that speaks the language of a fresh new generation of Scotch whisky drinkers. We are especially excited to have LISA — our brand ambassador and first female face of Chivas in Asia — lead the way, bringing established enthusiasts and connoisseurs along for the journey”, says Joni Na, brand manager at Chivas Regal, Pernod Ricard Singapore.
Held across two weeks from 6 to 18 May 2022, the ‘I Rise, We Rise’ pop-up will be a conceptual hybrid space that will line up a series of events catering to a generation that’s young, connected, and driven. Activations include an NFT Art Showcase curated by CTRL: UNIT, spotlighting artists taking their art to the blockchain via NFT (non-fungible tokens), the launch of an audio NFT music single release from Singapore art-music duo O$P$, as well as DJ and dance battles.
But what probably excites us most, aside from Chivas tasting masterclasses, is the dedicated Chivas cocktail bar on site. The ‘I Rise, We Rise’ cocktail bar features event-exclusive cocktails from three of Singapore’s trailblazing female bartenders – Desiree Jane from Sago House, Hazel Long from Junior The Pocket Bar, Juan Yijun from No Sleep Club. If you’re a cocktail hound, you’d know that these bars are award-winning cocktail bars; in fact all three recently placed on this year’s Asia’s 50 Best Bars list.
Desiree Jane of Sago House will be offering Regal Matters, which combines coconut-washed Chivas 12, pineapple syrup, mandarin liqueur, Amaro Montenegro, lemon, and Aer, while the Cindy Highball from Junior’s Hazel Long sees genmaicha-infused Chivas 12 mixed with rich honey, lemon juice, soda, and garnished with a lemon twist. No Sleep Club’s Jun puts together Chivas 13 Rye Cask that’s infused with pickled Jalapeño along with charcoal agave, apple juice and cider, and compressed plum for a fruity and spicy number.
“We are extending the same spirit of boldness embodied in the Chivas 12 redesign to the ‘I Rise, We Rise’ event in Singapore. It brings together creators, artists, and culture communities together in one space while spotlighting NFTs as a ground-breaking new art form, an affirmation of Chivas’ commitment to elevating diverse creative expressions,” said Na.
The Chivas Regal ‘I Rise, We Rise’ pop-up will run from 6 to 18 May 2022 at 150 Tyrwhitt Road from 12 noon to 10 pm daily. Admission is free; entry strictly restricted to 18 years and above.
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