The Macallan x Somerset House
Somerset House played host to a sensational event by The Macallan, showcasing their exquisite ‘Colour Collection’ in collaboration with renowned graphic designer David Carson.
31 Aug-02 Sep
This immersive experience captivated audiences, blending art, whisky and luxury in our Embankment Galleries. Originally a barrel-vaulted barge house linked directly to the Thames, the Embankment Galleries are now a modern and adaptable events space spread over the ground floor and mezzanine level of the South Wing. This network of rooms have been reinvented to host a number of Somerset House’s most celebrated exhibitions.
The Macallan was one of the first distilleries in Scotland to be legally licensed, founded in 1824. Since then, they have built a reputation as one of the world’s leading single malt whiskies, drawing on the vital, contributing influences of Spain, North America and Scotland – and of their respective natural raw materials – combined with traditional methods and craftsmanship. Their ‘Colour Collection’ is a celebration of the natural colours, complex flavours and aromas imbued by our exceptional sherry seasoned oak casks during the maturation process.
Designed in collaboration with eminent artist and graphic designer David Carson, the Colour Collection features five exceptional age statement whiskies crafted by The Macallan Whisky Mastery Team. Each intricate layer of Carson’s designs uniquely interprets the complex story of each expression. Evocative of the colours, shapes and textures of the Jerez de la Frontera region and those of The Macallan Distillery in the Scottish Highlands’ Speyside, this Collection captures the rich tasting notes and the spectrum of natural colours that develop.
Celebrating Colour and Age
The Macallan's ‘Colour Collection’ took centre stage, celebrating the rich hues and aged flavours of their whisky in a captivating exhibition curated by David Carson. Attendees were immersed in a sensory journey, exploring the intersection of artistry and craftsmanship.
Three Strands of Experience
The event programme comprised three distinct strands: the exhibition of David Carson's original artwork, exclusive tastings, and a VIP dinner. Attendees had the opportunity to indulge in each aspect, tailored to their ticket tier (bronze, silver, or gold).
Immersive Entrance
Guests were welcomed into the gallery through a minimalist entrance, setting the stage for the immersive experience ahead. A written narrative on the wall enticed guests to delve into the global launch and art exhibition.
Engaging Experiences
From the mesmerising time tunnel, transitioning colours from yellow to dark red, to the video introduction showcasing Carson's collaboration with The Macallan, each element engaged the senses and enriched the visitor experience.
The Colour Collection Bar
At the heart of the exhibition lay the Colours Bar, offering a curated selection of Macallan's ‘Colour Collection’ whiskies. The Embankment Galleries alcoves provided intimate settings for guests to savour their drinks amidst elegant decor and curated coffee table books.
Attendance
The event attracted a total of 397 attendees over 5 days, highlighting the widespread appeal of The Macallan's offerings.
Atmosphere
The Embankment Galleries provided a stunning backdrop for the event, reinforcing Somerset House as a unique and versatile venue for cultural experiences in London.
Art Meets Whisky
Carson's Studio and the immersive gallery experience seamlessly blended art and whisky, creating a truly memorable event.
Sustainability
The event showcased a considered use of materials, with a focus on sustainability and environmental responsibility.
Impeccable Service
From the delivery of the VIP dinner to the attentive staff and the professional expertise of our planning team and supplier partners, the event boasted exceptional service that matched the quality of The Macallan’s products.
The Macallan Whisky for the ‘Colour Collection’ launch demonstrated the power of art, whisky, and luxury to create an unforgettable brand experience. With meticulous planning, impeccable execution, and a focus on immersive engagement, the event left a lasting impression, reinforcing Somerset House as the perfect venue for immersive brand experiences.