Where Heritage Meets Haute
The Problem
For the Macallan Classic cut, the challenge was twofold: activate the brand meaningfully in Nigeria, a market with a growing appreciation for luxury, and craft a distinctive identity that could translate Macallan’s legacy of craftsmanship into a fresh, fashion-forward narrative. The stakes were high, how do you honor a storied Scotch whisky while pushing creative boundaries in a culturally resonant way?
The Solution
We responded by designing an immersive experience that merged Macallan’s rich Scottish heritage with the sophistication of fashion. Central to this was a collaboration with celebrated designer Mai Atafo, whose work added a tailored layer of elegance and cultural nuance. From the visual language and textures to storytelling and spatial design, every detail was curated to reflect the brand’s artistry and refinement. We built not just an event, but a platform where luxury and identity met seamlessly.
The Result
The experience debuted in Lagos and was successfully activated twice, each time drawing in an audience of tastemakers, creatives, and connoisseurs. It redefined Macallan’s presence in Nigeria — not just as a whisky brand, but as a cultural icon of taste, craft, and timeless elegance.
