The Macallan Serve Concept
Imagine. You order a luxury whiskey in a beautiful bar or restaurant. When brought, you do not receive a simple glass on a tray, but a refined experience that stimulates all senses. A servant with smoke, craftsmanship, surprises and storytelling in one movement on the table. That's what The Macallan had in mind. Not just serving, but claiming the moment of reception. High-end, like the Macallan.
This Scottish top whiskey makes no concessions. Not in taste and not in appearance. Everything is handmade, made of real oak, finished with copper and designed to the finesse. And you can see that in the server concept that we were allowed to realize. Three times. Each time unique, in collaboration with another catering business.
A whiskey that impresses
Imagine. You order a luxury whiskey in a beautiful bar or restaurant. When brought, you do not receive a simple glass on a tray, but a refined experience that stimulates all senses. A servant with smoke, craftsmanship, surprises and storytelling in one movement on the table. That's what The Macallan had in mind. Not just serving, but claiming the moment of reception. High-end, like the Macallan.
This Scottish top whiskey makes no concessions. Not in taste and not in appearance. Everything is handmade, made of real oak, finished with copper and designed to the finesse. And you can see that in the server concept that we were allowed to realize. Three times. Each time unique, in collaboration with another catering business.
Design with a story
The napkin is much more than a plateau; It's a tailor-made artwork that co-operates between Bringing the Macallan and the bar to life. In close consultation with the catering company we look for the perfect balance between brand and location. What connects The Macallan to this bar? What experience do we wish to convey? Thus, in collaboration with The Macallan, the following unique serving moments emerged.
1: Taiko bar
For the Taiko Bar In the Conservatory Hotel we designed a napkin inspired by the iconic Taiko drum and traditional whiskey barrel. The form reflects the shared essence of The Macallan and Taiko: craftsmanship, precision and a deep commitment to experience. As with the ripening of whisky, a drum is also about harmony between form, attention and perfection.
Project in figures
We are creative architects who bring your story to life with impact. Making brands visible and tangible.
2: Bar TwentySeven
With Bar TwentySeven The emphasis was on the culinary character. Here we designed generous trays with space for multiple glasses and carefully prepared dishes. When ordering a The Macallan in Bar TwentySeven, it is served in a luxurious oak box, in which a laser engraved tray with copper handles rests on a moss coated bottom. A presentation that not only radiates refinement, but undoubtedly also draws the curious glances from the table next to it.
3: The Duchess
The Serve for The Duchess got its own character: an elegant glass bell from which, when lifting, the whisky glass appears in a subtle whirlwind of smoke. The glass rests on a refined finished oak tray with copper handles, in which a drawer with a discreet number lock is incorporated. Those who know how to crack the right code discover a matching amuse accompanied by a secret note that gives the experience a playful and mysterious touch.
Cooperation and sustainability
Special about this project was the intensive collaboration with both The Macallan and the catering partners. Each design trail began by exploring the brand values, target groups and atmosphere of the location. We worked in iterations, with test models, modifications and prototypes. In the production we made conscious choices in material use: FSC-certified wood, reusable elements and durable finishes.
Behind the scenes: The Macallan X The Duchess
Ina
This is a project where everything comes together: design, experience and craftsmanship. A creation that stays with us and makes the story of The Macallan tangible. Do you also want to set up a tailor made experience that brings the story of your brand to life in such a special way? We are happy to help you create that moment.