Fabiani and Chivas launch flagship Sandton store

The glitzy affair took place on 28 October and included live music from renowned house music DJ, Black Coffee on the decks.

Managing director of Fabiani South Africa, Arie Fabian, explained the concept behind the unique collaboration with the whisky brand.

“As Fabiani, we have always valued our customers and through this collaboration, we wanted to create a sensory experience for customers every time they come to shop here,” he said.

He explained the experience as sensory and one including music, the feel of the brand’s apparel, the taste of whiskey offered at the store and the sight it.

Fabian added that the collaboration with the whiskey brand had spanned eight years and was a fruitful one, as they complemented one another.

In addition to Chivas whisky being on offer at the store, whisky-tasting events would be hosted at Fabiani stores nationwide.

Indeed Atlegang Moloko, the Chivas Regal Brand Ambassador, echoed Fabian’s statement, explaining that the decision to collaborate with Fabiani was inspired by the fact that the two brands were similar in many respects.

“Because Chivas and Fabiani cater to the same clientele, we wanted to add an element of taste and complement the brand with ours and it has been an outright success,” he said.

The launch took place at the brand’s Sandton City store and began at 6pm.