〈HAPPY OUTSIDE BEAMS〉 Proposes Experiential Event 'JOHNNIE WALKER BLONDE presents MAGIC HOUR CLUB' to Enjoy the Magic Hour at Sunset
BEAMS Co., Ltd.'s brand 〈HAPPY OUTSIDE BEAMS〉, which promotes the joy of outdoor activities, and Johnnie Walker, the world's No.1 Scotch whisky brand, are jointly holding an experiential event 'JOHNNIE WALKER BLONDE presents MAGIC HOUR CLUB by HAPPY OUTSIDE BEAMS' for two days on May 15 (Fri) and 16 (Sat), 2025, at Tokyu Plaza Harajuku 'Harajuku Kadokawa' 7F 701 and rooftop terrace. The event proposes a new way to enjoy outdoor activities in the city, centered around the new 'Johnnie Walker Blonde' and themed around the 'magic hour' at sunset.
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- 📰 Published: May 7, 2026 at 20:00
- 🔍 Collected: May 7, 2026 at 11:31
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BEAMS Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President: Yo Shitara), through its brand 〈HAPPY OUTSIDE BEAMS〉, which promotes the joy of outdoor activities, and Johnnie Walker, the world's No.1 Scotch whisky brand*1, have jointly planned an experiential event titled 'JOHNNIE WALKER BLONDE presents MAGIC HOUR CLUB by HAPPY OUTSIDE BEAMS'. This event will be held for two days, on Friday, May 15, and Saturday, May 16, 2025, at Tokyu Plaza Harajuku 'Harajuku Kadokawa' 7th floor, room 701, and the rooftop terrace.
*1Based on sales volume from IMPACT DATABANK 2025
Johnnie Walker and BEAMS have previously collaborated twice, with the concept of a 'clothing store bar' at 'BEAMS MEN Shibuya'.
This third collaboration will feature 'Johnnie Walker Blonde', a 'whisky for mixing' that debuted in April this year, as the main attraction. It's an open-air, free-admission event that combines the 'magic hour' when the sky turns orange with 'outdoor activities'.
With 'Johnnie Walker Blonde' in hand, mix your favorite clothes, favorite friends, and favorite activities. This is a new form of outdoor activity proposed by 〈HAPPY OUTSIDE BEAMS〉, which champions the message 'Let's play outside!', right in the heart of the city.
At the venue, original cocktails will be offered, leveraging the characteristics of 'Johnnie Walker Blonde', which has the least smokiness in the series and a gorgeous, sweet flavor. Also available will be the 'JOHNNIE BLONDE BEAMS MIX', specially created for this event.
JOHNNIE BLONDE BEAMS MIX ¥500-
Johnnie Blonde BEAMS Mix
This light and easy-to-drink Blonde Mix features the soft sweetness of Johnnie Walker Blonde, with the orange and peach aroma of BEAMS colors.
〈HAPPY OUTSIDE BEAMS〉 will offer activities and workshops unique to its brand. Furthermore, from the magic hour at sunset, a magician will perform magic.
Additionally, a stamp rally open to everyone will be held at the venue. Participants who enjoy 'Johnnie Walker Blonde' or challenge activities at the event will receive a special bandana.
Moreover, an SNS campaign will be conducted where participants can win 'Johnnie Walker Blonde' at the venue by taking a photo of the sky with a handheld photo frame shaped like 'Johnnie Walker Blonde' and posting it on SNS with #ジョニーウォーカーブロンド.
*Please note that the number of novelty items is limited.
We offer an experience where you can enjoy your own special time with all five senses.
Furthermore, in collaboration with restaurants within Tokyu Plaza Harajuku 'Harajuku Kadokawa' (commonly known as Harajuku Central Dining), 'Johnnie Walker Blonde' drinks can be enjoyed at seven restaurants from May 15 (Fri) to May 31 (Sun).
【Event Overview】
Event Name: 'JOHNNIE WALKER BLONDE presents MAGIC HOUR CLUB by HAPPY OUTSIDE BEAMS'
Date & Time: May 15 (Fri), 2025, 15:00-22:00 / May 16 (Sat), 2025, 12:00-20:00
Venue: Tokyu Plaza Harajuku 'Harajuku Kadokawa' 7F 701 and Rooftop Terrace (6-31-21 Jingumae, Shibuya-ku, Tokyo)
Admission Fee: Free (Drinks and some content are charged)
Details URL: https://www.beams.co.jp/news/4850/
*Please note that some content may change depending on weather conditions.
*Drinking by persons under 20 years of age is prohibited by law. Drinking is limited to persons 20 years of age or older.
【Main Areas and Contents】
This event offers multiple contents where you can experience 'Johnnie Walker Blonde' and outdoor activities.
・MAGIC HOUR MIX BAR
'Johnnie Walker Blonde', born for mixing, will be served in a free style called 'Magic Hour Mix', mixed with lemonade, orange, etc. Enjoy the gorgeous and smooth taste perfect for the magic hour at sunset.
・OUTSIDE PLAY AREA
An outdoor play space produced by 〈HAPPY OUTSIDE BEAMS〉. Activities that friends and companions can enjoy together will be developed on a city rooftop.
・MAGIC HOUR MAGIC
From the magic hour at sunset, magician Tomoki will perform table magic.
*1Based on sales volume from IMPACT DATABANK 2025
Johnnie Walker and BEAMS have previously collaborated twice, with the concept of a 'clothing store bar' at 'BEAMS MEN Shibuya'.
This third collaboration will feature 'Johnnie Walker Blonde', a 'whisky for mixing' that debuted in April this year, as the main attraction. It's an open-air, free-admission event that combines the 'magic hour' when the sky turns orange with 'outdoor activities'.
With 'Johnnie Walker Blonde' in hand, mix your favorite clothes, favorite friends, and favorite activities. This is a new form of outdoor activity proposed by 〈HAPPY OUTSIDE BEAMS〉, which champions the message 'Let's play outside!', right in the heart of the city.
At the venue, original cocktails will be offered, leveraging the characteristics of 'Johnnie Walker Blonde', which has the least smokiness in the series and a gorgeous, sweet flavor. Also available will be the 'JOHNNIE BLONDE BEAMS MIX', specially created for this event.
JOHNNIE BLONDE BEAMS MIX ¥500-
Johnnie Blonde BEAMS Mix
This light and easy-to-drink Blonde Mix features the soft sweetness of Johnnie Walker Blonde, with the orange and peach aroma of BEAMS colors.
〈HAPPY OUTSIDE BEAMS〉 will offer activities and workshops unique to its brand. Furthermore, from the magic hour at sunset, a magician will perform magic.
Additionally, a stamp rally open to everyone will be held at the venue. Participants who enjoy 'Johnnie Walker Blonde' or challenge activities at the event will receive a special bandana.
Moreover, an SNS campaign will be conducted where participants can win 'Johnnie Walker Blonde' at the venue by taking a photo of the sky with a handheld photo frame shaped like 'Johnnie Walker Blonde' and posting it on SNS with #ジョニーウォーカーブロンド.
*Please note that the number of novelty items is limited.
We offer an experience where you can enjoy your own special time with all five senses.
Furthermore, in collaboration with restaurants within Tokyu Plaza Harajuku 'Harajuku Kadokawa' (commonly known as Harajuku Central Dining), 'Johnnie Walker Blonde' drinks can be enjoyed at seven restaurants from May 15 (Fri) to May 31 (Sun).
【Event Overview】
Event Name: 'JOHNNIE WALKER BLONDE presents MAGIC HOUR CLUB by HAPPY OUTSIDE BEAMS'
Date & Time: May 15 (Fri), 2025, 15:00-22:00 / May 16 (Sat), 2025, 12:00-20:00
Venue: Tokyu Plaza Harajuku 'Harajuku Kadokawa' 7F 701 and Rooftop Terrace (6-31-21 Jingumae, Shibuya-ku, Tokyo)
Admission Fee: Free (Drinks and some content are charged)
Details URL: https://www.beams.co.jp/news/4850/
*Please note that some content may change depending on weather conditions.
*Drinking by persons under 20 years of age is prohibited by law. Drinking is limited to persons 20 years of age or older.
【Main Areas and Contents】
This event offers multiple contents where you can experience 'Johnnie Walker Blonde' and outdoor activities.
・MAGIC HOUR MIX BAR
'Johnnie Walker Blonde', born for mixing, will be served in a free style called 'Magic Hour Mix', mixed with lemonade, orange, etc. Enjoy the gorgeous and smooth taste perfect for the magic hour at sunset.
・OUTSIDE PLAY AREA
An outdoor play space produced by 〈HAPPY OUTSIDE BEAMS〉. Activities that friends and companions can enjoy together will be developed on a city rooftop.
・MAGIC HOUR MAGIC
From the magic hour at sunset, magician Tomoki will perform table magic.