The stand was designed as a view out of an airplane’s windows, playing off the old joke of being so drunk you’re seeing pink elephants… at 50 000 ft.Utilizing the stand’s open design, the artwork was designed to get progressively stranger as you moved from the entrance to the bar, recreating the feeling of drinking more and more whiskey.

Over the last five years, the Whisky Live Festival has grown into one of the world's most successful spirits shows, drawing more than 15 000 consumers to a niche product festival in Cape Town and Johannesburg.Brands are taking it very seriously and some of the top international whisky houses are flying their executives, master distillers and blenders especially over for the festival.