THE MACALLAN
A CREATIVE DECADE
Background.
In 2012, The Macallan embarked on an international design competition for a new distillery and visitor centre. World-renowned architects Rogers, Stirk, Harbour + Partners (RSHP) won the commission to create a state of the art, luxury distillery and best in class visitor experience.
PHIX has worked closely with The Macallan for over 10 years, building a partnership that shares the same desire for quality and craftsmanship. Each brief from The Macallan demands excellence and none more so than when they came to us in 2014 with their largest project to date.
THE BRIEF.
The Macallan wanted to create a beautifully crafted film to record the project from its early design stages, through to completion and the official opening in 2018. The ambition was to capture this significant milestone for the brand with the latest cinematic techniques and take an in-depth look at the new facility and the individuals that helped shape this unique construction. PHIX was honoured to be part of this amazing new chapter in their history.
A BRAND NEW HOME
THE ROOF
THE BUILD
THE STILLS
‘“WE SEEK TO COLLABORATE WITH THE BEST CREATIVES IN THE WORLD. NOT JUST THOSE WHO HAVE THE TECHNICAL ABILITY, BUT SOMETHING MORE. PHIX GIVES THE PERSONAL TOUCH; WHOM WE HAVE A SHARED PASSION TO CREATE BEAUTIFUL WORK."
— Ken Grier - CREATIVE Director (2015-2018)
DELIVERY.
Our 10 year journey with the brand culminated in a 3 year feature documentary commission to capture the complete process behind the design and construction of their world-leading distillery. The films combine to tell a cinematic story that highlights each section of the build process and how it has been carefully incorporated into a stunning Speyside landscape.
Starting with the first Masters of Photography projects with Rankin & Albert Watson, PHIX have filmed and photographed a wealth of content for the brand. From The Heritage Story of the Macallan’s development as a peerless single malt with art director David Holmes (RIP), to special edition projects with Sir Peter Blake at 80. We have collaborated with the likes of Fabian Baron for the M-Decanter and Martin Par with Magnum Photographic.
THE MACALLAN VISITOR CENTRE & AIRPORT IN-STORE SCREENS
The Macallan Visitors Centre Speyside
Airport Point Of Sale
Product Photography
Continuing our long-standing collaboration with The Macallan, the digital team tasked us to create a new series of evergreen content for Instagram to reinforce the brand's continuing commitment to sustainability, and to further enhance The Macallan's legacy as the ultimate symbol of craftsmanship and creativity.
