THE MACALLAN ESTATE

PIONEERING A PERSONAL, LUXURY GUEST EXPERIENCE 

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Brand experience, Brand home, Brand strategy, Storytelling,
The Macallan brand is the epitome of luxury and opulence, and The Macallan Estate has an unrivalled reputation. The Macallan’s desire to breathe fresh life into its Six Pillars tour experience was just the beginning of our relationship.
Each phase of our work with The Macallan Estate connects to one another, and to the same objective of an engaging guest experience that complements and personifies this exceptional luxury brand.

PILLARS OF STRENGTH

The Macallan’s Six Pillars are at the core of The Macallan Estate experience. These touch on the key production tenets of The Macallan: the knowledge, the skill, the investment and the highest possible standards involved in making every drop.

The Macallan Estate Guest Experience Distillery design
Reworking the Six Pillars tour paved the way for a series of projects where we could further enrich the visitor experience and give guests a truly personal connection to the luxury brand.
The Macallan Estate Guest Experience Distillery design

To deliver a consistent and engaging guest experience, several of the existing installations had an upgrade. We reinterpreted the unique wood story of The Macallan — which details the journey from acorn to cask — completing this with a backdrop of beautifully designed copper panels.

A new display giving a hands-on introduction to barley sits alongside the reimagined installations, bringing a natural, tactile element to the experience, while encouraging guests to really connect with The Macallan whisky. 

The Macallan Estate Six Pillars Tour Design
The Macallan Estate Six Pillars Tour Design
TRANSCENDING LUXURY
The Macallan Estate Guest Experience Distillery design
The Macallan Estate Cave Privee Experience

No whisky experience is complete without a tasting. The Cave Priveé bar sits at the heart of the distillery and is the final tasting ritual. It had to be an unforgettable tasting, in keeping with the rest of the guest experience and the awe-inspiring surroundings.

The Macallan Estate Cave Privee Experience

We designed a beautiful new bar in modular form – with the materials inlaid into each podium representing one of the Six Pillars, and a lighting programme designed to complement the flow of the tasting.

The Macallan Estate Cave Privee Experience
The Macallan Estate Cave Privee Experience

GIVING GUESTS THE MACALLAN WELCOME

The arrival onto The Macallan Estate is beautiful and dramatic; but the nearer visitors got to the grounds, the less obvious the route became. 

We assessed the existing guest journey and created a completely new signage system with clear wayfinding throughout the estate and distillery and delivered a visitor journey that gave guests a proper welcome to The Macallan.

The Macallan Estate Retail design
While the guest experience at The Macallan Estate seeks to engage and educate, The Boutique inspires The Macallan lifestyle, giving guests the means to continue to enjoy The Macallan beyond their visit. Applying our luxury retail experience to the new Flagship retail gave the space its own distinct experience within the distillery while still synonymous with the rest of the estate. 
The Macallan Estate Retail design
The Macallan Estate Retail design

The Boutique contains every single expression of The Macallan currently available. It is much more than a shop — it is also a fascinating archive of The Macallan’s continuing legacy. Provisions for exclusive releases and collaborations were integrated into the new design, and every item on sale – from a single postcard to the rarest expression – is now displayed with pride.  

The Macallan Estate Guest Experience Distillery design

The exceptional, high quality of the bespoke cabinet work throughout the space is all in keeping with The Macallan brand. With storytelling opportunities available for all products, visitors now feel ensconced in the luxury of The Macallan lifestyle. 

Each phase of our work with The Macallan connects to one another, and to the same objective of an engaging visitor experience that complements and personifies this exceptional luxury brand.