The Macallan: Harmony Collection Release, took place in London at the Rosewood Hotel positioning the brand as a leader in Scotch whisky, and creating a lasting connection with guests while embodying sustainability.
The concept was ambitious: to transport guests into an authentic Scottish meadow, a tribute to The Macallan's rich heritage. Guided by a sustainable approach, Chorus crafted an experience that perfectly balanced luxury and nature. As guests passed through a dry stone wall archway and entered the courtyard, they were greeted by a breathtaking meadow complete with grassy banks, mossy knolls, a babbling brook, and indigenous Scottish flora. Overhead, a circular light installation, inspired by the Macallan Harmony liquid, transformed the ambience from day to night. A modern terrace showcased the McCartney lifestyle collection, offering guests cocktails and a sustainably-led menu.
The project used only recycled and reusable materials, eco-friendly transport, and energy-efficient lighting to create the experience. The authentic dry stone wall was responsibly returned post-event, and the meadow's greenery thrived in specially designed transferable planters.
The meadow's authenticity was confirmed when an urban fox made it home during installation, underscoring the genuine natural environment.
“Chorus are undoubtedly the best creative agency we have worked with on a large scale activation, the level of creativity and then followed up with smooth delivery is the best I have experienced at The Macallan”.