The Macallan: The Heart of the Spirit

A collaboration with renowned curators to tell a story that spans 200 years. A new addition to the distillery in Speyside, ‘The Heart of the Spirit’ takes whisky enthusiasts on a voyage through time; past present and future. Paying visits to the pioneers that shaped The Macallan, guests are guided through the seasons by a 20-minute immersive show. Our studio created entire scenes from 2D illustrations by acclaimed artist Javi Aznarez to bring the show to life. The content spans 18m over 3 walls and is accompanied by narration from Scottish poet Jenni Fagan to breathe life into the heritage and ethos of the spirit.

Originally intended as part of the distillery’s discovery tour, the experience was so well received it is now its own ticketed experience, due to embark on a global roadshow in 2025.