Diageo is embracing innovation with the introduction of uniquely designed Johnnie Walker Black Label Bottles that have been exclusively developed by artificial intelligence for Dubai Duty Free customers. There will be 50,000 individual bottles of this limited edition bottle collection, and each bottle will be labelled with a name generated by Diageo's newest Project Halo AI Technology.

These limited edition bottles will only be available to premium travel retailers (Dubai Duty Free, DFS Group, Dufry AG and other premium hubs), which will make them a special opportunity for international travellers looking for an exclusive purchase.

AI Meets Art: Dubai’s Spirit on Every Bottle

Most noteworthy about this launch is Project Halo, the first major commercial use of Diageo's proprietary artificial intelligence platform for custom artwork creation and large-scale digital printing of labels. Each label created for this release will be one of a kind and, therefore, represents the largest volume of completely personalised AI-designed products that Diageo has ever produced.

Through its design inspiration from Dubai's contrasting feelings, the design direction captures both Dubai's dazzling nights and sun-drenched days, providing travellers with a connection to where they travelled and transforming a traditional whisky into something that is also an exquisite souvenir.

Two Creative Phases, One Collectible Story

The year-long campaign is split into two visually rich themes:

Phase 1: City of Lights

A tribute to Dubai’s legendary night skyline - bright towers, neon tones, and the fast-paced energy of the city after dark.

Phase 2: City of Sun

With the introduction of the warm daylight colours, Dubai's iconic golden glow can be seen in its daytime atmosphere. In addition to that, this dual-theme design gives the bottle/label more than just a decorative function; each bottle tells a travel story through the artistic and technological expression of its theme.

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Crafted for Luxury Travellers

According to the Senior Vice President of Purchasing at Dubai Duty Free, Sharon Beecham, today's traveller is searching for an experience involving personal connections, cultural relevance, and stories associated with the product rather than just for the highest quality product possible.

The Johnnie Walker '1 of 1' Collection reflects the distinctive culture of Dubai and creates a collectible that is appealing to whisky enthusiasts and casual drinkers searching for a travel exclusive.

Immersive Pop-Up at Dubai International Airport

To showcase the concept in a real-world setting, Johnnie Walker launched an experiential pop-up at Dubai International Airport's Terminal 3. Travellers at the airport will have the opportunity to discover the AI-driven design process behind each exclusive bottle through a visual storytelling exhibit and engage with influencer content that showcases the entire process of how each exclusive bottle was made.

A month-long promotion has also been created on DubaiDutyFree.com so that customers all over the world, including Indian travellers, can easily access and order these exclusive bottles online.

Conclusion

The Johnnie Walker ‘1 of 1’ collection was an innovative collaboration between Diageo and artificial intelligence that is paving the way for future luxuries using advanced technology and creating unique products for each customer. The combination of artificial intelligence with the unique attributes of Dubai has set a new standard for innovation, exclusivity and engagement with consumers in travel retail.