To drive awareness, visibility, and engagement around the partnership.
An immersive launch event that physically brought the Glenfiddich x Aston Martin F1 partnership to life in one shareable, F1-inspired whisky experience.
Glenfiddich asked for a shareable launch moment that would unite the brand with Aston Martin F1 and drive visibility, awareness, and engagement around the partnership. The challenge was to design an experience powerful enough to match the intensity and precision of F1, yet intimate and refined enough to honor Glenfiddich’s craftsmanship. It required merging two legacies without defaulting to traditional cues, and creating a space where heritage and innovation could coexist authentically while still delivering a clear, ownable story for press, influencers, and VIPs.
Gradient built Big Bang as an immersive environment that brought the Glenfiddich x Aston Martin F1 partnership to life through sensory storytelling and precision-led spatial design. Whisky lounges, F1-inspired architectural details, and dynamic AV moments allowed guests to move through the partnership as a narrative rather than a display. The experience amplified visibility across press, influencers, and VIPs by blending Glenfiddich’s craft with the energy of F1, turning partnership into presence and heritage into culture.
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