Design Lead : Macallan Whiskey

Project Overview

As the Design Lead for a team of eight, I was tasked with transforming a high-end luxury townhouse into a multi-floor immersive experience that replicated the iconic Macallan Estate in Scotland. This event, “The Macallan Estate Open House,” spanned six floors and featured eight uniquely designed spaces, each crafted to evoke the heritage, luxury, and storytelling synonymous with The Macallan.
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• Design Lead - Experience Design | 3 months
• Services: Design Lead | Brand Strategy | Experiential Design | Deck Design
• Industry: Spirits / Liquor

Pain Point

The Macallan needed to transform a luxury townhouse into a multi-floor, immersive experience that authentically reflected the heritage and prestige of the Macallan Estate, engaging guests emotionally while maximizing social and media impact.

Process

As Design Lead for an eight-person team, I developed cohesive visual concepts and led room design across eight unique spaces. Responsibilities included sourcing high-end furniture and décor, co-creating a scale architectural model of the estate, overseeing on-site styling, and presenting concepts to stakeholders. Every design decision balanced luxury, authenticity, and storytelling within architectural and budget constraints, ensuring a seamless, immersive experience.

Outcome

The event engaged 279 guests, generating 3,000+ media impressions and a 30% boost in attendee engagement. Socially shareable spaces amplified digital reach, and thoughtful, user-informed design drove a 15% increase in event ROI—all while authentically capturing The Macallan Estate’s heritage and luxury positioning.