The Macallan at Art Basel Miami

The Macallan at Art Basel Miami




  • Experiential
  • Branding




  • Hospitality and Spirits

The ContextThe Macallan Takes Basel

The Macallan - a storied whisky producer - has been working with MATTE on rebranding and reaching new audiences in the United States. With nearly 200 years of production, the Macallan wanted to make a splash by re-introducing their craftsmanship and cultural cache in Art Basel 2022.

The Challenge Introducing the M Collection

The Macallan brand had a control on its supply-demand, but was stagnant in precious mindshare. Our challenge was to re-engage a complacent luxury audience while re-igniting a dormant base of aspirational customers with brand-led activations, tastings, and cultural experiences that spoke not only to the brand’s history but also to the exciting future.

The ApproachThe Multi-Sensorial Macallan Experience

We brought our cultural strategy to life with activations like Art Basel x James Blake. Our activation involved institutions that enjoy a more traditional cultural caché, like the Bass Museum and New York City Ballet, and fused them with visions of the future, via a performance from James Blake and visualizals from Oscar Zabala. This hybrid-approach reintroduced The Macallan to aspirational and luxury consumers, as an essential, timeless institution that remains relevant within the zeitgeist.

The OutcomeIconic Spirits in Iconic Settings

The activation was completely bespoke, with four bars that decorated with textured videos to showcase the natural elements represented by each bottle in The M Collection. Inside the Bass Museum, a small group of VIP guests were invited to a curated dinner experience inspired by the contemporary arts. Plinths displayed a collection of crystal decanters from Lalique, filled with rare Macallan whiskey. Both indoor and outdoor, the experience brought together old world elegance and contemporary luxury.

  • Experiential Creative Director

    Kate Roberts

  • Creative Director

    Tom Lee

  • Music Programming Director

    Eugene Young

  • Associate Creative Director

    David Orellana

  • Experiential Designer

    Noel Zheng

  • Junior Experiential Designer

    Rada Singhasaneh

  • 3D Animator and Renderer

    Rene Gibson

  • Renderer

    Andres Weinger

  • Visual Artist

    Oscar Zabala

  • Head of Experiential Production

    Laetitia Sebban

  • Executive Producer

    Amanda Contrada

    Douglas Calhoun

  • Junior Producer

    Francesca Lasalla

  • Production Coordinator

    Daniela Miles

  • Production Assistant

    Luke Berry

  • Talent Buying

    Francesca Valente

  • Group Client Director

    Cassie Leventhal

  • Client Manager

    Nicole Elkins

    Sara Lucas

  • Client Services Fellow

    Victor Bui

  • Director of Production

    River Myers

  • Head of Post-Production

    Josh Rappaport

  • Director of Post-Production

    Michael Czeinger

  • Editor

    Ben Swanson-Ralph

  • Junior Producer

    Seana Bruff

  • Post-Production Coordinator

    Caroline Fortuna