Johnnie Walker Blue Label: Lunar New Year Celebration

Middle Child PR, known for their creativity and attention to detail, collaborated with Mad Bash Group on an exclusive event celebrating Chinese culture and the art of fashion. Hosted on behalf of Johnnie Walker, the occasion marked the launch of a limited-edition Lunar New Year bottle that paid homage to the Year of the Rabbit. Guests were invited to celebrate vibrant Chinese culture, art, and food by attending a highly stylized dinner and fashion show at the Shangri-La Toronto.

The highlight of the evening was a fashion show by Holt Renfrew, which showcased a collection through a narrative of vignettes. These scenes were meticulously designed, featuring models positioned among plinths that were thoughtfully adorned with Johnnie Walker Blue Label bottles, custom gold rabbit statues reflecting Angel Chen’s designs, and an array of wild florals.

Complementing the visual feast, guests were treated to a multi-course dinner that drew inspiration from Chinese cuisine. The culinary journey was accompanied by a cocktail tasting session, introducing Johnnie Walker concoctions named the New Moon, the White Rabbit, and the Breath of the Dragon—each adding a layer of taste and storytelling to the experience.

Mad Bash Group’s design vision was heavily influenced by the vibrant artwork of fashion designer Angel Chen, particularly her work on the three Johnnie Walker Blue Label bottles. The event space was dominated by the colour red, a hue emblematic of prosperity and happiness. This theme extended to a dynamic sign installation, serving dual purposes as both a backdrop for the fashion show and a photogenic spot for attendees.

Serpentine tables were laid out for the dinner, featuring oversized, vivid floral centrepieces. The tables were set with menus adorned with Angel Chen’s artwork, accentuated with gold foil lettering, and scattered with citrus fruits, a symbol of good fortune.

To fully immerse the guests, the event curated a series of entertainments reflecting Lunar New Year traditions, including a captivating Dragon Dancing performance, which animated the space with its energy and symbolism.

Through this event, Middle Child PR and Mad Bash Group demonstrated how traditional celebrations could be transformed into modern extravaganzas, engaging all senses and leaving guests with a lasting impression of cultural magnificence and luxury.

Designing this Lunar New Year event was truly a career highlight in 2023. The primary colour palette and Angel Chen’s artwork gave us the opportunity to create a design that was opulent, whimsical and exciting . The environment was alive and electric which is what we aim for when we design – something new, fresh, bold. Something that will make people interact with the design in an authentic way. When event design is approached this way, it helps our clients further their strategic marketing goals through real life experiences with their brand.
Lynzie Kent, Mad Bash Group’s Founder and Creative Director

Vendors and Partners on this Project
Planning/Strategy & Project Coordination: Middle Child
Design & Production: Mad Bash Group
Tabletop Rentals: Plate Occasions & Table Tales 
Furniture: Detailz Couture

Photography: Wade Muir Photography
Florals: Flower 597
Venue & Catering: Shangri-La Toronto
Fashion Show: Holt Renfrew
Dragon Dancers: Wushu Project
Graphics: It’s Okay Design Studio 

Reach out to Mad Bash Group to learn more