Macallan Brand Experience
Client: Macallan
Project: Masters of Wood, Masters of Spirit Brand Experience Visitor Centre
Collaborators: Bonomini Design, Rogers Stirk Harbour (Architect), Chamberlain Design & Management, Rob Kessler FRSA (Artist), Albert Watson (Photographer)
The Macallan distillery is a major Scottish tourist attraction as well as being the centre of the Macallan brand. Tim Gardom Associates worked on the visitor experience that combines Macallan’s heritage with a unique experience of the production process.
Under the title ‘Masters of Wood, Masters of Spirit’ the experience integrates industrial processes with the history, poetry and craftsmanship of making whisky. This narrative uses the six Macallan ‘brand pillars’ to create a real sense of involvement with the brand and product.
Most recently, TGAC has worked with the Macallan team to create the brief for a major new visitor centre and distillery building created by Richard Rogers.
Telling the story of one of Scotland`s Super brands - the Macallan
Industry, society and culture merge at the brand’s home
The ‘Masters of Wood, Masters of Spirit’ experience
TGAC interpretation embodies the Macallan values and history
We commissioned microphotography from a leading artist
We created a visitor journey through the brand
Innovative use of the distillery’s spaces and processes
Work continues on a new collaboration
Major new visitor centre from architect Rogers Stirk Harbour