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
THE EXPERIENCE
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.
GRAPHIC DESIGN
CREDITS
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
