The Macallan Hero Case Study

2012

18 MONTHS OF CRAFT FOR A 250 YEAR OLD LUXURY WHISKY

Founded in 1824 on a plateau above the river Spey in north-east Scotland, The Macallan’s 250-year obsession with quality has led the brand to become one of the world’s leading single malt whiskies (as well as the most coveted, with The Macallan consistently breaking auction house records for the most expensive bottles of whisky ever sold).

With this reputation and an unwavering commitment to craft, The Macallan has spent the last 18 months tapping the full breadth of MATTE services to underline and elevate its prominence in North America.

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PHASE 1: THE TRADE

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HOUSE OF THE MACALLAN

In phase 1, The Macallan sort to crystalize the past, present and future of the brand for its trade and distribution partners. In response,
MATTE developed the House of The Macallan roadshow for NY, LA and Miami markets—a touring
brand and product experience that showcased flagship products, gave a glimpse into
new products, highlighted brand partnerships and collaborations, and activated against the six pillars of the brand.

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MATTE DEVELOPED THE HOUSE OF THE MACALLAN ROADSHOW FOR NY, LA AND MIAMI MARKETS

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PHASE 2: THE CONSUMER

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CALENDAR MILESTONES

In Stage 2, The Macallan and MATTE have partnered on a vast number
of consumer experiences, each tied to milestones on the
cultural calendar… Where new luxury plays in North America, so too does The Macallan.

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HAMPTONS INTERNATIONAL FILM FESTIVAL

The Macallan activates for a weekend at the Hamptons International Film Festival.

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NY BALLET FALL GALA

The Macallan builds a metallic arched structure to house a bar serving
guests of the New York Ballet Fall Gala at Lincoln Center.

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MONTEREY CAR WEEK

A monolithic structure houses a front bar and a private tasting room on the
Bentley site during Monterey car week.

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THE BRIDGE

A pop-up satellite bar mirrors the visual identity of Monterey car week during the Bridge car show.

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SPEYSIDE CAFE AT THE FOUR SEASONS

The Macallan’s Speyside café pops up at the Four Season in Vail.

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DAVID LACHAPPELLE’S OPENING AT FOTOGRAFISKA

The Macallan takes over the Chapel Bar during David LaChappelle’s opening
night of his first New York solo exhibition at Fotografiska.

Whether trade or consumer, brand or product, on-premise or off-, each and every Macallan experience is executed using MATTE’s own commitment to craft and meticulous attention to detail.

FROM RENDER TO REALITY

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Curation of materials, florals, and furnishings at each consumer experience

The Macallan brand codes meet MATTE'S design excellence.

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With the feel being equally as important as the look, MATTE x The Macallan activations are also defined by meticulously crafted consumer experiences, at varying degrees of scale.

Ensuring that each experience is spread far beyond guests on-site, MATTE also leverages its content production services to capture still and video assets—often require overnight turn-around for immediate distribution to press.

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