London-based live event and creative agency, Chorus, is behind the unveiling of an exclusive activation for leading luxury Scotch whisky brand, The Macallan, and its partnership with the Rosewood Hotel in London’s Covent Garden. The Chorus team has led the creative and production on the project, drawing inspiration from the surroundings of the Macallan estate, to recreate a Scottish meadow at golden hour in the central London location.
The activation brings to life the brand’s third annual release from its Harmony Collection and helps to transport guests to another land and immerse them in surroundings inspired by the product’s rich heritage and complex flavour profile. The project also forms part of the Rosewood’s 10th anniversary celebrations, offering guests that chance to enjoy the whisky in an authentically created meadow featuring real grass, rolling hills, a real stream, wild Scottish flora, tree trunks and boulders to perch on.
Additional authentic creative touches include a traditional drystone wall, natural Scottish grasslands and forage-able herbs, all of which will become part of the experience as guests are invites to forage, learn about the environment as well as enjoy The Macallan in its own unique environment.
The central light installation, which depicts the evening sun and uses vibrant colours to represent the layers of flavour in The Macallan Harmony Collection then transforms the space as darkness falls, engulfing the courtyard and meadow in warm amber hues.
The three-week consumer activation started on 11th October, with a number of ticketed dining events available to book.
“This is a project that is tailor made for Chorus, combining ambition, creativity and luxury – it’s the sort of brief our business was made to do. At the same time, it allows us to partner our experience of the super premium spirits market with our skilled creative team,” said Andrew Perrott, Managing Director, Chorus. “We’re so pleased to be playing our part in this leading Scottish whisky brand’s celebrations.”
Author: Adam Parry
Adam is the co-founder and editor of www.eventindustrynews.com Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.
