Loris Cormoreche — Creative Director

Bowmore

Layers of More

Moments of alchemy.

Bowmore, one of the oldest Islay single malt distilleries, partnered with AKQA to redefine its identity in the premium luxury space, the result was "Bowmore, there is always more." Launched in 2024, this evocative new platform was crafted to convey the brand's depth, heritage, and sensorial luxury.

Inspired by ‘moments of alchemy’, we developed visual assets showcasing Bowmore’s refined artistry. Each execution reveals the tension between Bowmore’s controlled, masterful craft and its unique, multi-sensory experience.

Enter into layers of more.

The campaign is an homage to the unique sensory steps of a Bowmore whisky tasting. We composed our visuals using the foreground, midground and background to visually represent the layers of tasting that evokes each steps of a Bowmore whisky tasting: from smell to sip, to finish.

A multi-sensory brand experience.

We translated this tasting-inspired platform into consumer-centric touchpoints across Bowmore’s ecosystem. From brand campaign, website, out of home, retail activation, experiential, event, and social media content, each interaction echoes the flavor note layers of the whisky, guiding audiences through Bowmore’s refined narrative and reinforcing its unique position in the prestige single malt market.

Launch event in Shanghai & Berlin.

To further enhance the Bowmore experience, we transformed retail spaces into immersive Bowmore experiences, capturing the "crafted with intent" ethos and inviting customers on a journey of discovery adaptable for diverse global locations.

This included a multi-sensory "Chamber of Reflection" launch event in Shanghai, virtually transporting visitors to the Islay distillery. Unveiling physically each layers of a Bowmore whisky in Berlin by featuring rich textures and storytelling materials, embodying the "Layers of More" concept.

Travel retail pop up in Changi Airport.

A bespoke travel retail experience at Changi Airport offers affluent travelers a luxury shopping experience with interactive elements that explore the whisky's depth and sensory richness. An interactive table at the center of the store allow travelers to fully immerse into the universe of Bowmore by simply placing a bottle on the table and discover each layers of it.

Pop up at La Maison du Whisky in Paris.

Alongside the launch of the new Bowmore at the Whisky Live event in Paris, we created a pop up store at La Maison du Whisky Rue d’Anjou. This place educates about the new Bowmore positioning and the 3 pillars of the house: Crafted with intent. Ages like no other. Exceptionally expressive.

Whisky Live event in Paris.

Finally, an immersive stand at the Whisky Live event showcases the new Sherry Oak range alongside core offerings, inviting attendees to discover the nuances of each whisky.