Chivas Brothers relaunched The Glenlivet Cask Masters Collection. Pie Factory built the retail visual identity and guidelines behind it, then realised them as a pop-up at Singapore Changi Airport. The project was not carbon measured.
Chivas Brothers · Singapore Changi Airport · Singapore, Singapore · Drinks and travel retail · Design; Project Management
Chivas Brothers was relaunching the Cask Masters Collection and needed the retail side ready before the product moved. The ask was a retail visual identity, then guidelines holding across permanent fixtures, activation campaigns, pop-ups and immersive retail, so any market could build to it without coming back for a new design. The commercial reason is rollout. Travel retail runs on many small builds in many airports, often through local contractors. A guideline a third party can follow accurately is cheaper and faster than a bespoke design per location, and it keeps the brand consistent across terminals.
Two pieces of work in sequence. First the retail visual identity and the guideline set behind it, covering permanent fixtures, activation campaigns, pop-ups and immersive formats, with the same rules applied at each scale. Materiality was developed as part of the guideline rather than chosen later, and the specified finishes were prototyped before rollout, physically built and reviewed, so a market building to the document knows what the finish looks like in the hand rather than on a screen. Second, the pop-up at Singapore Changi Airport: the guideline built at full size in a live terminal, combining digital storytelling with sensory whisky experience. Interactive displays carry the Cask Masters narrative. Guided tastings run in the same footprint, so the space works as a display unit and as a serving station without reconfiguration between the two.
Airport retail. A pop-up in a live terminal is built in a window between flights, through a landside route with a security check on every item, and it has to be safe for unaccompanied public traffic the moment the hoarding comes down. Serving alcohol in the same footprint adds licensing and spillage to a display fixture. The guideline work carries the load: because materiality and finishes were prototyped before rollout, the build was assembly rather than problem solving on site.
This project was not carbon measured. No impact report exists, so there is no figure for either the identity work or the pop-up. What can be stated is the shape of the output: one design exercise serving many builds instead of one, and materiality prototyped before rollout, which removes the most common cause of on-site substitution. Substitution is where both cost and carbon leak on a multi-market rollout. None of that was quantified here.