The Macallan Harmony Hideaway

Client

Year

2023

The Context

A legacy brand breaking new ground

The Macallan sought out MATTE to throw a party that announced their exciting new collaboration with Stella and Mary McCartney. The experience spotlit The Macallan and the McCartney’s shared passion for sustainability and the environment, while launching a new collaborative lifestyle accessory collection, Together, and their new Harmony III scotch.

With three highly important and disparate elements to incorporate, the challenge became one of balance: ensuring that our storytelling emphasized all the right moments for the right amount of time. The creative approach needed to weave multiple narratives and announcements together. Our new HERO space was the perfect venue for the creative vision, with every facility and asset necessary to totally immerse guests in the sensation of harmony.

The Approach

Making a sensation manifest

Harmony III is a distillation of tranquility, immersing its consumer in the sensation of comfort and relaxation. As such, Harmony Hideaway sought to directly manifest the feeling of drinking Harmony III in a space. In order to do this, the goal was to juxtapose absolute mayhem and absolute calm. And what better place to do that than with a speakeasy located beneath Rockefeller Center, just two weeks before Christmas.

The Outcome

A evening of tranquility and sophistication

All our guests had the peak of IYKYK experiences, finding a beautifully designed amber door that beckoned into the cold street. Beyond, they uncovered a supper club experience like no other. Once guests were welcomed in, they were immersed in the Scottish Highlands, a reserved and tasteful nod to the legacy of Macallan, remaining within the broader themes of tranquility and relaxation. A programmed light sequence in HERO’s signature immersive tunnel created a ‘down the rabbit hole’ moment for guests, who felt as if they were stepping into another world completely. Guests discovered premiere Macallan bottles on vibrant display beside the McCartney sister’s accessory line. Harmony Hideaway hosted guests for three nights, with two reservation windows for each. Beyond a cocktail reception and dinner, guests were regaled and surprised with performances from Grammy award-winning Jazz legend John Batiste, who played a rousing set to cap off the event.