London-based live event and creative agency Chorus is behind the unveiling of an exclusive activation for leading luxury Scotch whiskey brand The Macallan and its partnership with the Rosewood Hotel in London’s Covent Garden. The Chorus team led the creative and production of the project, inspired by the environment of the Macallan estate, to recreate a Scottish meadow during golden hour in central London.
The activation brings to life the brand’s third annual release from the Harmony Collection, helping to transport guests to another country and immerse them in an environment inspired by the product’s rich heritage and complex flavor profile. The project is also part of Rosewood’s 10e anniversary celebrations, where guests will have the opportunity to enjoy the whiskey in an authentically created meadow with real grass, rolling hills, a real stream, wild Scottish flora, tree trunks and boulders to sit on.
Additional authentic creative touches include a traditional stone wall, natural Scottish grasslands and herbs that can be harvested, all of which will be part of the experience as guests are invited to forage, learn about the environment and enjoy The Macallan in its own unique environment.
The central light installation, which reflects the evening sun and uses vibrant colors to represent the layers of flavor in The Macallan Harmony Collection, then transforms the space as darkness falls, flooding the courtyard and meadow in warm amber tones.
The three-week consumer activation started on 11e October, with a number of ticketed dining events available for booking.
“This is a project tailor-made for Chorus that combines ambition, creativity and luxury; it is the type of assignment for which our company was created. At the same time, it allows us to combine our experience in the super premium spirits market with our experienced creative team,” said Andrew Perrott, Managing Director of Chorus. “We are so pleased to be able to play our part in the celebrations of this leading Scotch whiskey brand.”