In our commitment to delivering exceptional, ultra-prestige experiences for The Macallan, we produced a unique and immersive consumer journey at the brand’s spiritual home, The Macallan Estate, to compliment ‘Spirit’, a unique theatrical experience created by The Macallan in collaboration with Cirque Du Soleil.
We were challenged with the design and production of a ‘Pre & Post Show’ consumer experience within the iconic distillery which would run for 3 weeks at The Macallan Estate.
Comprising a series of considered activations within the estate, eye-catching retail displays and sustainable guest communications and collateral, our concept needed to further immerse, enhance and story tell the wider ‘Spirit’ campaign messaging and show experience to attendees.
Through client collaboration, the Leith team conducted extensive research into the synopsis of ‘Spirit’ to ensure its unique storyline was vibrantly realised with a sensorial and immersive ‘Pre & Post Show’ consumer experience.
Sustainable experiential practices, materials and production techniques were incorporated and used throughout the project to further land and support the ‘Spirit’ story of reconnecting our clients’ guests with nature and the landscape.
The unique and immersive experiential concept took guests on a journey through The Macallan Estate, from the very moment they entered the gates. Immersive lighting, interactive photo opportunities, sustainable gifting and collateral, and engaging product displays were produced.
We provided The Macallan & Cirque du Soleil with an immersive and engaging ‘Pre & Post’ show consumer experience. Leith provided support from conceptualisation through to end-to-end experiential design, artwork & production services including installation, and on-site support for our The Macallan clients during the 3 week show run.
The experiential production included large-scale set builds which fully immersed guests in the whimsical world of ‘Spirit’ such as a living floral photo opportunity, bar activation, a large format campaign visual for guest arrivals, retail displays, branded directional signs across the Estate, external lighting design and installation and sustainably produced guest communications, gifting and collateral.
