Luxury single malt whisky, The Macallan, distributed by Maxxium UK has reported strong sampling figures after returning to London’s leading art and design show, designjunction, for the second consecutive year.
Set against the stunning backdrop of a former postal office in New Oxford Street, the critically acclaimed show boasted a powerful line-up of notorious international brands, cutting-edge labels, pop-up shops, large-scale installations, eateries, flash factories, seminars and screenings, presented across three floors of the impressive 120,000 sq ft venue.
Visitors to The Macallan experience were treated to a tasting of Gold, Amber, Sienna and Ruby from The 1824 Series, which were displayed in a specially commissioned sculpture by John Galvin, produced using wood from The Macallan casks.
Over the five day event, 18 – 22 September, The Macallan sampled over 4,000 drams of the 1824 Series and 6,000 cocktails created with Macallan Gold on press preview and opening night.
As well as sampling The 1824 Series, guests could also view photography from the winners of The Macallan’s Masters of Photography ‘The Last Word’ competition, which was launched in celebration of The Macallan’s third Masters of Photography Series, a collaboration with the world’s most famous photographer, Annie Leibovitz.
The Macallan M, an exquisite creation born of a collaboration between three masters: The Macallan, Fabien Baron & Lalique, was also showcased along with exclusive sketches by creative director Fabien Baron and video footage of the making of The Macallan M.
Peter Sandstrom, Marketing Director at Maxxium UK Ltd, commented: “As a single malt that prides itself on quality craftsmanship, design and innovation, it was fitting to return to the most important global meeting point of The London Design Festival. We were able to sample our new range, The 1824 Series, and engage with an audience who appreciate The Macallan’s provenance and luxury credentials.”