A whisky in a new setting

We brought The Macallan into Shanghai Fashion Week, a setting outside the usual territory of whisky communications, and placed the tasting experience in a new lifestyle context.

During a week when attention is heavily contested, a tasting space alone does not gather the right people. We designed the experience as a limited event requiring booking in advance, so that the room filled with people who genuinely wanted to be there, and extended the contact points through digital content.