Glenfiddich Crowns its £1 million Rebranding Campaign with a Crystal Stag Sculpture

Glenfiddich is known for its single malts and are one of the top selling brands around the world. They have launched an ambitious rebranding campaign with a budget of £1 million. The central theme of the campaign is the Glenfiddich emblem which has a deer’s head. The deer’s head had been sculpted in crystal and the emblem replicated for the purpose. As a part of the campaign worldwide, 21 such sculptures will be made.

Chris Blade and Katya Filmus were commissioned to make the crystal stag sculpture. It was a complex project and only they had the specialist resources & experience to meet the exacting standards required for the project. The crystal sculpture sits atop a gondola display with the distillery’s core range of single malt expressions arranged in a spiral point-of-sale display. The idea was not to create just another retail furniture. As the project progressed it was decided to work with the best glass team available.

The sculpture was made at the National Glass Centre at the University of Sunderland in England. Each sculpture is made by the cire perdue method from 50 kilograms of 24% lead crystal glass. The travel retail at London’s Heathrow and Frankfurt Airport got the first two sculptures. The third one was recently unveiled at Dubai.

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