THE MACALLAN

Immersive Exhibition

The Macallan tasked us with creating a multi-city roadshow to educate and engage beverage and hospitality partners across the U.S., aiming to reinforce the brand’s connection to contemporary art and forge deeper product relationships.

I crafted a bespoke experience that juxtaposed The Macallan’s heritage with contemporary art gallery aesthetics. By transforming opulent, classical settings with modern visual interpretations of The Macallan brand, my team and I created a unique sensory journey for guests. This innovative blend of old-world charm and cutting-edge artistry captivated over 1,200 attendees and solidified a lucrative agency-of-record partnership, driving over $8M in new business.

Agency: MATTE Projects
Role: Creative Director
Multi-City, 2021–22