LOS
ANGELES, Nov. 8, 2023 /PRNewswire/ -- Bulleit
Frontier Whiskey opened up a new chapter of the Bulleit Pioneer
Project last night with the Bulleit Limitless Lounge; a
multisensory immersive bar experience in Downtown LA. The Pioneer
Project is Bulleit's multi-year commitment to championing and
amplifying those breaking new ground in culture.
The Bulleit Limitless Lounge reimagines what a bar could be by
uniting art, design, cocktails, music, and precision projection
mapping technology to create a physical space where the walls,
furniture, and floor change from one breathtaking scene to another
while guests sip on cocktails designed to accompany and accentuate
the visual experience.
This act is the latest experiential manifestation of Bulleit's
Frontier Spirit which it defines as "the heart to push past what
is, in pursuit of what could be". The experience invites guests
to push past their understanding of what a bar is and could
be through four dynamic, immersive scenes created to spark
inspiration and wonder.
Collaborating with modern pioneers
To create the four scenes which span Nature, Art, Music, and
Imagination, Bulleit partnered with the immersive media artists at
Optical Animal, who specialize in designing and implementing
digital experiences that facilitate meaningful human interactions
and push the potential of technology in art.
Optical Animal created the audio/visual experience by combining
a variety of visual styles and a richly textured soundscape and
also brought on a plethora of creative collaborators, including
Emmy Award-winning artist, illustrator, and animator Mike Perry, and the renowned muralist duo
boogieREZ, among others. UnitedMasters duo Bronze Whale was also
tapped to contribute an original track for the Music scene, and
American Forests, one of Bulleit's key partners, served as a key
contributor to the Nature scene.
Guests experiencing the Bulleit Limitless Lounge were
treated to a selection of cocktails created by mixologist
Crystal Mendoza. Each of her four
creations was inspired by elements shown in the scenes.
Unlocking inspiration
The Nature Scene sees a hyper-real luminescent
forest grow slowly before surrounding the entire space. As the
scene progresses, a dense, lush green forest sprouts up around the
guests and a stream flows through the middle of the experience. As
night falls in the forest the sound of insects and rain envelop the
space as it builds towards the transition to the next scene.
The Nature Scene served as inspiration for a sherry
cobbler style cocktail with notes of slight orange nutty notes
served in a mushroom glass and on a tray with fake moss, leaves,
and various nature-inspired elements.
The Art Scene immerses guests in a rich and layered
audiovisual feast. The sound of an army of spray paint cans
intensifies around the empty space as BoogieREZ's graffiti
envelopes the whole room. Sounds of paint rollers, brushes, and an
urban soundscape are interspersed with the voices of the artists
talking about their creative process.
Accompanying the art scene was a spirit-forward split-based
(Bulleit Bourbon and Bulleit Rye) cocktail that leaned into the art
and culture of Downtown LA. The glassware included edible spray
paint inspired by Downtown LA's legendary graffiti scene.
The Music Scene begins as a single bouncing thread
that wraps the room, reacting to the sounds of United Masters
artist Bronze Whale's track 'Good Enough'. As the track builds, the
room transforms around you into a wildly colorful variety of audio
visualizations that react to the music.
Inspired by the Music Scene, Crystal Mendoza created a bright refreshing
cocktail with a multi-sensory feel that imitates what it feels like
to be at a concert. The glassware included multi-colored light to
illuminate the color within the crushed ice.
The final scene; Imagination, takes guests inside
Mike Perry's mind- into a world of
colorful abstract shapes and patterns, changing and transforming.
Melting lines and funky shapes combine into tableaus of color and
geometry as the world of Mike's mind continues to transform.
The Imagination Scene's matching drink was a Bulleit
Bourbon-based carbonated cocktail that reimagined cocktail
presentation expectations with edible glitter and custom-engraved
ice.
Jesse Damashek, Senior Vice
President of Whiskies & Liqueurs at Diageo said "The
Bulleit Limitless Lounge translates the essence of the Bulleit
Pioneer Project into a physical and accessible activation through a
reimagined bar that pushes the boundaries of what a bar environment
can be. We set out to design an experience with the power to unlock
inspiration in those who experience this incredible, reimagined
space. I'm proud that our team of amazing pioneering partners have
built a mind-bending, boundary-pushing, immersive experience that
inspires awe and awakens the imagination of all who enter it."
The Bulleit Limitless Lounge took place at Warehouse 15,
930 Mateo St in Downtown LA. All guests were over the age of 21.
Details for future activations of the Bulleit Limitless Lounge in
different locations in the US will be made in the coming
months.
All guests who took part in the Bulleit Limitless Lounge
(and will take part in future activations) are encouraged to drink
responsibly. The producers of Bulleit Frontier Whiskey and The
Foundation for Advancing Alcohol Responsibility (FAAR) support
responsible decision-making.
About Bulleit Frontier Whiskey
Bulleit, founded in 1987, is one of the fastest-growing whiskeys in
America. The brand attributes that growth to bartenders and
cultural partners who have adopted it as their own. The Bulleit
Frontier Whiskey portfolio is distilled and aged in the Bulleit
family tradition, using a distinctive high rye recipe, which gives
them a bold, spicy, yet distinctively smooth taste. The
award-winning Kentucky whiskey
most recently won a Double Gold medal for Bulleit 10 Year Old and
Gold Medals for Bulleit Bourbon and Bulleit Rye at the 2021 San
Francisco World Spirits Competition. In 2017, Bulleit celebrated
its 30th anniversary with the opening of a new, state-of-the-art
distillery located in Shelbyville,
KY which was constructed with a focus on sustainable
practices including natural habitat protection, water conservation
and local ingredient sourcing. In 2019, a Visitor's Centre at the
Bulleit Distilling Co. in Shelbyville opened to share our modern,
technological and sustainable approach to making great whiskey. In
2021, Diageo opened its first carbon neutral whiskey distillery in
Lebanon, KY with Bulleit being the
first and leading brand being produced at the site. supplementing
existing production at the Bulleit Distilling Co. For more
information, visit www.bulleit.com or follow @Bulleit on
Instagram.
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie
Walker, Crown Royal, Bulleit and Buchanan's whiskies,
Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness. Diageo is listed on both the New
York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE:
DGE) and their products are sold in more than 180 countries around
the world. For more information about Diageo, their people, brands,
and performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice.
Follow on Twitter and Instagram for news and information about
Diageo North America: @Diageo_NA.
About UnitedMasters
Launched in 2017 by
Translation founder and music industry veteran Steve Stoute, UnitedMasters provides a new
industry alternative for over 1.5 million independent artists.
UnitedMasters gives artists access to premium music distribution
services, a suite of tools to help them directly connect with fans,
and opportunities for unique partnerships with some of the world's
biggest brands. The UnitedMasters platform enables artists to
operationalize their independence and maximize their creative and
economic potential while allowing them to maintain full ownership
over their master recording rights.
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SOURCE Bulleit Frontier Whiskey