The New Dawn –Glenfiddich
Creative Director
For Iris Worldwide, Singapore
3 mavericks
3 collaborations
2mn+ views
Glenfiddich is the world’s most-awarded whisky. However, a new generation of whisky drinkers needs more than that to champion the brand. We conceived “New Dawn” as a platform to collaborate with similar-minded mavericks across South East Asia. The three selected mavericks were taken on a tour to Glenfiddich’s home distillery to gather inspiration. After that, the mavericks returned to their home countries and created tangible objects and experiences to reimagine Glenfiddich’s spirit. Each of the collaborations was accompanied by an unveiling event and a film.
Team
Yashas Mitta
Vanessa Tan
Dominic Ho
Luke Pidgeon
Pamella Ang
Reimagining Traditions
Jeanette Adrienne Wee, founder of Adrienne Ceramics, and Brett Bayly, Glenfiddich’s Southeast Asian Brand Ambassador, created a collection that plays with the current ways of drinking whisky, inspired by the brand’s innovative spirit. Watch how she paired her knowledge of Eastern ceramics with the whisky-drinking traditions and tools of the West.
Reimagining Heritage
Filipino Fashion Stylist, Entrepreneur and Herman & Co. Founder Bea Constantino has been paving the way to spotlight the best of Filipino heritage by staying true to her local roots through modernising traditional textiles in her designs. Take a peek into how Glenfiddich SEA Brand Ambassador Brett Bayly and Bea Constantino have collaborated together to innovate traditional notions in new ways.
Cover photo by Lifestyle Asia
Reimagining
Craft
Watch how Jun, co-owner of No Sleep Club, ignited possibilities by modernizing age-old processes of whisky-making, encompassing fermentation, distillation, aging, and unique serving techniques in her dining experience.