Behind the Scenes: Jura's 'Isle of the Unexpected' experience

Scotch whisky brand Jura has created an interactive adventure, which takes guests on a journey to help the mysterious film director 'Eric' make a masterpiece.


The #DiscoverJura experience, which runs until 22 October at East London's Looking Glass Cocktail Club, begins by taking teams of four people through a mirror-disguised door to a dark, mysterious room. Guests must work together to reach the end of the mission with a storyline for Eric. The teams are split into four roles - scriptwriter, producer, set designer and cinematographer. 

Guests must find their way into different theatrically-decorated rooms to solve different puzzles which test their wits, memory and agility. 

As well as theatrical sets, the experience also includes a virtual reality (vr) exploration of different locations of the mysterious island of Jura, leaving guests the option to decide where the film could be set. The mystery element was introduced when guests were told about a fire that led to one million pounds going up in smoke, and were made to de-code a page of information in order to find the passcode to a safe. 

Before and after the tour, guests were treated to a sample of Jura whiskies, 'Origin' and 'Superstition'. Having already been staged from 13 - 15 October, the event returned yesterday (19 October) and will run through until 22 October. 

The experience has been created by agency Amplify.

In September, Beam Suntory devised an experiential-themed push across for its whisky range: Peated Malts of Distinction and, earlier this year, Heathrow airport joined forces with whisky brands such as Glenmorangie and Haig Club, as well as designer Giles Deacon for its annual Whisky Experience event

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