The Macallan Harmony Collection IV Global Experience
Images
Category
Experiential - Incorporating: audiovisual, graphic and object-based displays
Company
The Leith Agency
Client
The Macallan
Summary
Every year, The Macallan releases a new expression of its Harmony Collection: two limited edition whiskies inspired brand’s deep-rooted connection to nature. 2024’s release - Harmony IV - was a unique collaboration with Cirque du Soleil, celebrating 200 years of The Macallan and the two brands’ shared respect for the natural world.
To support the two whisky expressions that made up The Harmony IV Collection - Guardian Oak and Vibrant Oak - we were tasked with designing an immersive experiential concept that would be activated worldwide, at events, in brand hubs and across multiple retail sites. Each experience would tell the story of The Macallan through the characters of Cirque du Soleil SPIRIT; a live theatrical experience at the Macallan distillery, which had taken place earlier in 2024.
Inspired by the harmony of nature and theatre production, we created two distinct moments: The Oak Forest and The Harmonious Realm.
In The Oak Forest, guests could reconnect with the natural world, guided by music, story and sensorial surprise. As they journeyed through the Harmonious Realm, they met the cast of SPIRIT characters: the guardians of nature and the spiritual guides. Each moment culminated in a celebratory serving of Harmony IV under the Enchanted Oak.
Our production design for the Oak Forest included character tableau screens and theatre lighting techniques such as gobos and silhouettes. Building on the SPIRIT soundtrack, we created audio guides for each tableau - introducing the characters, accentuating their connection to nature and guiding guests.
To enhance the taste senses, we incorporated additional elements within the food design that told the story of each SPIRIT character. These elements complemented the bespoke serves (cocktails) created by The Macallan, which transformed before the guests' eyes, expressing nature’s passage of time.
The experience culminated with a shared tasting moment around a uniquely designed enchanted oak tree. Guests 'plucked' an acorn glass from the tree's ‘branch shelves’, each containing a dram from The Macallan Harmony IV Collection.