Selfridges Hosts Event for Perfect Moment, Johnnie Walker Collab

ICE ICE BABY: Three luxury lifestyle names are teaming on an experience meant to tickle the senses, and send chills up the spine.

Johnnie Walker Blue Label and fashion skiwear brand Perfect Moment have created an ice chalet in the Selfridges hotel space, which is located next to the store on Orchard Street, and is often used for fashion shows, parties and other large-scale events.

The Ice Chalet at Selfridges will open on Monday and run for seven days, offering members of the public a luxe take on the après-ski experience, a taste of the latest Scottish whisky blend, and the chance to shop the Johnnie Walker x Perfect Moment capsule collection.

There will be a bar and lounge, in addition to a personalization area for the merchandise. The collection features faux fur, cashmere, wool and responsibly-sourced down for bombers, parkas, sweaters, pants, beanies and mittens.

The new whisky has been made by Master Blender Emma Walker with malts from some of Scotland’s northernmost and highest-altitude distilleries, while the bottle and bag have been designed by Perfect Moment.

There will also be an installation created by Show Studio called the “Moment Maker.” The installation will take guests on a journey through various alpine and wintry scenes, and create bespoke artworks for them using motion-activated digital effects.

Daniel Brown, head of Interaction at Show Studio, said the aim was to create an experience “where luxury meets personal expression. With motion-activated digital effects, the installation responds to your movements, turning every gesture into a visual story. Whether you’re dancing through the snow or moving through alpine landscapes, you’re not just watching — you’re creating,” he said.  

London designers Martine Rose, Nensi Dojaka and Tolu Coker are all taking part in the promotional campaign, and appear in a Moment Maker artwork.

As reported, Priyanka Chopra Jonas, an investor in Perfect Moment alongside her husband Nick Jonas, is fronting the campaign.