The Macallan x Bentley
Monterey Car Week
CELEBRATING TWO BRANDS’ SHARED VISION
At Monterey Car Week—the acclaimed automobilia show on the California coast—MATTE activated a week-long event, amplifying the partnership between The Macallan and Bentley Motors.
MATTE transformed the grounds of The House of Bentley, our illustrious venue, into a playground for the senses. Guests were invited to experience the sights, sounds, and tastes of The Macallan x Bentley Motors through programming that delighted, captivated, and educated on the partnership.
We constructed a striking monolith as the focal point on the grounds, using a mirrored acrylic facade to reflect the natural beauty of the surroundings. The structure served a dual purpose, housing both The Hero Bar–where guests sat outside and enjoyed various pours of whisky–and The Tasting Room.
Guests were invited inside The Monolith to experience a private, tutored tasting of carefully selected Macallan whiskies. Our friendly and knowledgeable Brand Expert guided six guests at a time on a journey through the scents and flavors of the Scottish Highlands.
THE MACALLAN HORIZON REVEAL
The highly anticipated Macallan Horizon Reveal was the unveiling of a whisky bottle prototype, a collaborative project between the brands. Together, The Macallan and Bentley Motors developed The Macallan Horizon–a glass bottle design never seen before, featuring a unique 180-degree ‘twist’ and no standing base, encased in aluminium, copper, leather, and wood.
For the reveal, MATTE created an epic launch experience inside The Monolith. With a live musical performance and monumental lighting sequence, The Macallan Horizon was uncovered in a way that took the viewer’s breath away.
The Chairman’s Dinner was a gathering of VIP attendees inside The House of Bentley’s private dining room, designed to mirror the visual identity of The Monolith. A creative menu and complementary whisky cocktails fueled titillating conversation among the auto industry’s best and brightest.
A delicious dinner with divine views was one of the final events of the week, in which decadent tablescapes decorated the California coastline. We utilized similar elements as The Chairman’s Dinner, and adapted them for an outdoor space of sand, sea, and sunset.
Across The House of Bentley, wayfinding signage was designed to give guests opportunities to easily navigate the grounds, peruse the menus, and sign up for The Monolith programming via QR codes.
Partner: Matt Rowean
Experiential Creative Director: Kate Roberts
Associate Creative Director: David Orellana
Experiential Designer: Noel Zheng
Experiential Renderer: Rene Gibson, Andres Weinger
Producer: Douglas Calhoun
Group Client Director: Cassie Leventhal
Client Manager: Sara Lucas