The Macallan

House of The Macallan

 

 

MATTE was tasked by prestige Scotch whisky maker The Macallan to produce a multi-city trade roadshow that celebrated the brand’s exceptional single malt whiskies and longstanding connection to the world of fine art.

The MATTE crew oversaw the design, fabrication and transportation of all scenic elements, managed on-site staffing, catering and bottle procurement, and handled detailed contract negotiations with heritage venues in multiple markets.

Exploring the Range

 

Upon entering “House of The Macallan,” guests discovered an intimate gallery style display of The Macallan’s special edition collections surrounding a large botanic sculpture that signified the brand’s inextricable connection to nature.

Fine & Rare Parlor

The Macallan’s Fine & Rare collection represents the largest assembly of vintage-dated, single malt whiskies in the world. To celebrate this storied collection, we brought to life the brand’s editorial partnership with acclaimed fashion photographer Tim Walker. Housed in antique wood cabinets, a bottle from every decade (from the 20s up to the 90s) was intricately paired with found objects reflective of the era.

‘M’ Gallery

 

Inspired by The Macallan’s most distinguished ‘M’ Collection, our ‘M’ Gallery explored the passage of light and notion of “sensitive space,” a cornerstone of our universe where we play at filling the void. Through the inclusion of a neon structure, Easter Elchie’s house – the spiritual home of The Macallan, was brought to life. The Art pieces in the room referenced a recent campaign film shot by Nick Knight and light sculptures created by contemporary artists like Alex Da Corte or Massimo Uberti.

cinema room

Where Legacy Meets Creativity

 

The focal bar within “House of The Macallan” was comprised of a delicate, three-dimensional lattice structure, composed of fine brass rods – calling to mind the architectural work of artists Sou Fujimoto and Sol LeWitt.

Botanic elements woven between the voids and openings served as a biophilic ode to the natural and industrial worlds living in harmony with one another. As an added complexity, the MATTE team had to concoct a modular bar system that could pop-up at three very unique venues.

Matt Rowean – Partner

Thomas Lee – Creative Lead

RIckie Ashman – Creative Director

Noel Zheng – Senior Designer

Cassie Leventhal – Group Client Director

Sara Lucas – Junior Client Manager

Jenni Rinehart – Technical Director

Chloe Spalding – Producer, NYC

Francesca Lasalla – Producer, Miami

Sandy Ying – Producer, LA

Daniela Miles – Production Coordinator

Irene Ashu – Production Coordinator

Seana Bruff – Content Producer

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