House of The Macallan
HOUSE OF THE MACALLAN
For 2023, the annual event series House of The Macallan returned with a cross-country tour that introduced four U.S. cities to the rich history, heritage, and essence of the whisky inspired by nature and informed by mastery.
A collaboration between The Macallan and MATTE, the events engaged everyone–from tradesmen to avid collectors to newcomers–through thoughtfully curated displays, immersive installations, and memorable tasting moments that combined nature and innovation.
CREATIVE WAY IN
Each House of The Macallan was curated as a place where mastery met nature. These pillars informed the creative approach that used a harmonious combination of manmade elements and natural motifs to represent The Macallan estate: a place where the ingenuity of the distillery meets the organic beauty of the Scottish Highlands.
FOUR CITIES, ONE STORY
We brought House of The Macallan to Miami, New York, Los Angeles, and Aspen. In each city, we built a modern manifestation of The Macallan estate, and created a three-day multisensory event that told the story of the brand from heritage to liquid.
Hitting all corners of the country, our tour matched timing with major events in the cultural calendar. We coordinated with Formula 1 Miami Grand Prix, the Brooklyn Half Marathon, Re:SET Los Angeles, and the FOOD & WINE Classic in Aspen in order to ensure we captured the eyes and taste buds of a global audience.
