Mix “Johnnie Walker Blonde,” a whiskey born to be mixed, with outdoor fun. An event to enjoy your own magic hour will be held at Tokyu Plaza Harajuku “Harakado” on May 15th (Fri) and 16th (Sat).
BEAMS Inc. (Headquarters: Shibuya-ku, Tokyo), which operates the brand that promotes the joy of outdoor activities, and Johnnie Walker, the world’s No. 1 Scotch whisky brand*1, have collaborated to create an experiential event, “JOHNNIE WALKER BLONDE presents MAGIC HOUR CLUB by HAPPY OUTSIDE BEAMS,” which will be held on May 15th (Fri) and 16th (Sat), 2025, at Tokyu Plaza Harajuku “Harakado” 7th floor, room 701 and rooftop terrace.
*1 Sales volume based on IMPACT DATABANK 2025
Johnnie Walker and Beams have collaborated twice before, using “Beams Men Shibuya” as the venue for a project based on the concept of a “bar in a clothing store.”
For this third installment, we’re collaborating to create a free-admission event that combines the “magic hour” when the sky turns orange with “outdoor activities,” featuring “Johnnie Walker Blonde,” the “whiskey for mixing” that debuted in April of this year.
With a can of Johnnie Walker Blonde in hand, mix your favorite clothes, your favorite friends, and your favorite activities. HAPPY OUTSIDE BEAMS, which proclaims the brand message “Let’s go play outside!”, proposes a new way to enjoy the outdoors right in the heart of the city.
At the venue, we will be offering original cocktails that highlight the characteristics of “Johnnie Walker Blonde,” which has the least smokiness in the series and is bright and sweet, as well as “JOHNNIE BLONDE BEAMS MIX,” which was created specifically for this event.
JOHNNIE BLONDE BEAMS MIX ¥500-
Johnny Blonde Beams Mix
A light and easy-to-drink blonde mix featuring the soft sweetness of Johnnie Walker Blonde, with aromas of orange and peach in the signature BEAMS colors.
We’ve prepared activities and workshops unique to the brand. In addition, there will be a magic show by a magician starting during the magic hour at dusk.
Additionally, a stamp rally will be held at the venue, open to everyone. Those who enjoy “Johnnie Walker Blonde” or participate in activities at the event venue will receive a special bandana as a gift.
In addition, there’s a social media campaign where you can win a bottle of “Johnnie Walker Blonde” at the venue by posting a photo of the sky with a handheld photo frame shaped like “Johnnie Walker Blonde” on social media with the hashtag #JohnnieWalkerBlonde.
*The number of novelty items is limited.
We offer an experience where you can enjoy your own special time with all your senses.
Furthermore, in collaboration with the restaurants (commonly known as Harajuku Central Shokudo) located within Tokyu Plaza Harajuku “Harakado,” the event venue, you can enjoy drinks made with “Johnnie Walker Blonde” at seven restaurants from May 15th (Fri) to May 31st (Sun).
[Event Overview]
Event Name: “JOHNNIE WALKER BLONDE presents MAGIC HOUR CLUB by HAPPY OUTSIDE BEAMS”
Date and Time: Friday, May 15, 2025, 15:00-22:00 / Saturday, May 16, 2025, 12:00-20:00
Venue: Tokyu Plaza Harajuku “Harakado” 7th floor, room 701 and rooftop terrace (6-31-21 Jingumae, Shibuya-ku, Tokyo)
Admission: Free (Drinks and some content are subject to a charge)
Detailed URL: https://www.beams.co.jp/news/4850/
*Please note that some of the content may be changed depending on weather conditions.
*Drinking alcohol is prohibited by law for those under 20 years of age. Drinking is restricted to those 20 years of age and older.
