Offering shoppers an “unprecedented shopping experience” are Diageo Global Travel & Middle East (GTME) who have teamed up with Dubai Duty-Free and Dubai Airports Company to create the first-ever alcohol sampling event at the regional hub. Initially launched with the Johnnie Walker Double Black experience, the new initiative dubbed the Mentorship Experience offers customers a personalized, one-to-one tutorial of Diageo’s range of luxury brands. Located between the First and Business Class Emirates’ lounges in T3, the Mentorship Experience is hosted by Diageo Brand Ambassador Tony Shoushani. The Mentorship Experience pod invites the premium travelers with its black interior, which resembles an elite private club. The exterior of this high-tech pod features minimal branding, while one wall has a large interactive touch-screen.
Once inside, the shopper will definitely be in awe of the ambiance, which is completely soundproof and lit up by changing lights and the sounds of tranquil music, mainly that of bagpipes and flowing water that evoke the in the minds of the shopper the thoughts of Scotland. The seated area can be used either as a lounge format or a bar format.
A uniformed hostess registers the guest for an appointment at the Mentorship Experience. She then texts them according to their availability and escorts them to the host of the pod. After the private sampling, the shopper is then escorted to the Dubai Duty-Free store to complete their purchase.
An experience that will be loved by one and all, from the whiskey novice to the collector, it is definitely an experience that the elite traveler at the Dubai Airport must not miss.